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Creative Communications Award Winner
Outlook Forum
2025
Introduction
Each year, Visit California’s Outlook Forum brings together leaders who shape how the world experiences the state. It’s more than a conference, it’s a moment to build alignment, spark momentum, and remind everyone they’re part of something bigger.
Year
2025
Client
Visit California
Scope of work
Event branding / Environmental / Print / Digital
Opportunity
In 2025, Outlook Forum landed in Los Angeles, a city defined by contrast, culture, and creativity. A fitting backdrop for a California story that’s defined by diversity. As Art Director, I shaped the creative direction and led its application across every touchpoint, building a cohesive experience from first impression to final session.
Approach
To bring the vision to life, a clear and collaborative process keeps teams aligned from initial concept through final execution.
Kick-off
Align with the client and creative team on event goals, vision, messaging and priorities.
Concepting
Explore visual directions that capture the spirit of the event, its location and the year’s messaging.
Development
Refine the selected direction into a cohesive brand system and comprehensive guide for all creative teams.
Implementation
Bring the brand to life across print, digital and environmental touchpoints for a seamless event experience.
Support
Collaborate with client and external teams through execution, adapting the brand for last-minute needs and new opportunities.
Conclusion
With the help of a bold visual system filled with lively colors and personality, the conference venue was transformed into an immersive space. The excitement and optimism of the event aided Visit California in securing a 98% approval from industry-members and six more years of funding.
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