American Society of Travel Advisors (ASTA): Large-Scale Event Communications & Wayfinding
summary
overview
Designed and implemented a comprehensive wayfinding and event communications system for large-format environments at ASTA’s River Cruise Expos and Travel Advisor Conference. The work focused on ensuring clear navigation, accurate information delivery, and consistent visual presentation across multiple high-traffic event assets while maintaining strict partner co-branding requirements.
This work represents an ongoing freelance engagement supporting multiple events.
challenge
The project required managing visual communication at scale across a large suite of environmental assets—maps, directional signage, kiosks, and information backdrops—used in dynamic, multi-venue settings.
One core challenge was balancing wayfinding clarity with strict brand governance and co-branding requirements from multiple high-profile partners. Each sponsor (including Carnival Cruise Line, Delta Air Lines, Sandals Resorts, and Royal Caribbean) had detailed guidelines that needed to be applied precisely alongside ASTA’s own identity, without compromising readability or hierarchical clarity.
my Role & services
Event Communications & Wayfinding Design
Brand & Co-Brand Governance
Large-Format Layout Systems
Information Hierarchy & Visual Structure
Production-Ready Asset Preparation
industry
Travel & Tourism
Professional Associations
Events & Conferences
Design Process
step 1: Navigation Planning
Audited audience touchpoints and participant movement patterns to determine wayfinding priorities and information hierarchies. This ensured signage messages aligned with attendee expectations and physical flow through the space.
step 2: Visual Hierarchy & Structure
Defined visual hierarchy and layout systems that support quick comprehension at distance. This included prioritising typography, contrast, and logical sequencing of directional information.
step 3: Co-Branding Integration
Worked within multiple sponsor guidelines to create a repeatable co-branding structure that preserved partner requirements and ASTA’s visual identity. This framework reduced the risk of inconsistent placement or misuse while keeping layouts legible and balanced.
step 4: Asset Production
Produced a comprehensive set of large-format assets—maps, meter boards, easel signage, flags, decals, backdrops, and kiosks—ready for print and installation, with specifications tailored for each physical context.
Gallery
Impact & Outcomes
Delivered a unified event communications and wayfinding system that supported attendee navigation and information clarity across multiple environments. The work balanced co-branding requirements with clear visual structure, enabling efficient production and repeatable application for future events.
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Enabled attendees to navigate complex venues efficiently using a consistent visual language.
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Maintained strict adherence to multiple sponsor brand standards across dozens of assets.
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Delivered production-ready files that reduced last-minute revisions and on-site issues.
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Established a trusted, ongoing design relationship supporting multiple ASTA events.