ASTA: Event Design & Co-Branding Strategy
summary
overview
To design and produce a comprehensive visual system of large-format event assets for ASTA's River Cruise Expo and Travel Advisor Conference. The objective was to ensure clear attendee wayfinding and information delivery while maintaining strict brand governance and visual balance when featuring numerous high-profile partner logos.
challenge
The challenge was one of meticulous detail and high volume: designing a "myriad" of critical large-format pieces (maps, directional signs, backdrops, kiosks) while successfully navigating the complex co-branding requirements. Every asset had to adhere to the strict usage guidelines of major sponsors like Carnival, Delta, Sandals, and Royal Caribbean, requiring flawless execution and robust compliance management.
the process
step 1
Wayfinding & Information Hierarchy: Designed essential pieces like event maps, floor plans, and directional signage. This ensured an optimized attendee flow (UX in a physical space), improving the overall event experience.
step 2
Meticulous Co-Branding & Brand Governance: Applied advanced design principles to ensure every asset featuring sponsor logos met all strict co-branding guidelines. This protected the integrity of the ASTA brand while respecting the visual requirements of over a dozen high-profile partners.
step 3
Large-Format Production System: Managed the design pipeline for a high volume of unique assets (booth backdrops, speaker info, kiosk walls). This required creating scalable design files ready for large-format print production.
step 4
Client Collaboration & Trust: Worked directly with the Marketing Director to meet all event needs, leading to strong client satisfaction and subsequent contract renewals for future events.
gallery
impact
The project delivered a visually cohesive, highly professional experience across two major industry events. The meticulous management of partner branding protected key relationships and ensured legal compliance. High client satisfaction was validated by repeat contracts, demonstrating reliability and strategic design execution across complex, large-format systems.
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Success in managing and applying strict co-branding guidelines for all sponsor logos.
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3+ repeat engagements. Validation of service quality, strategic output, and reliability with the Marketing Director.
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Demonstrates ability to manage the design and production of a large-scale visual system.
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Improved attendee experience due to clear, strategically designed maps and directional signage.