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 equally diverse.
Rather than relying on familiar LA imagery, I wanted the visual identity to capture the feeling of the city: energetic, optimistic and constantly in motion. Vibrant color, layered photography and expressive graphic elements created a system that felt distinctly Southern California while remaining flexible enough to work across everything from a name badge to a conference stage.
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.
