The Challenge
Each major SDTA event required a cohesive visual identity that could scale across digital, environmental graphics, presentations, signage, merchandise, and attendee communications. The organization needed flexible brand systems that could be deployed quickly while maintaining consistency across dozens of touchpoints.
Role: Design & Production Manager
Organization: San Diego Tourism Authority
Focus: Brand Identity • Event Marketing • Creative Systems • Cross-functional Collaboration
Solution
I developed complete visual identity systems for signature member events, including the SDTA Annual Meeting, National Travel & Tourism Week and Hospitality Open.
For each event I created:
Primary and secondary logo systems
Color palettes and typography
Graphic elements and pattern libraries
Digital asset templates
Environmental signage
Merchandise and promotional items
Brand guidelines to ensure consistent execution across teams and vendors
Working closely with internal stakeholders, I balanced creative direction with practical production requirements so each brand system could easily scale from concept through event execution.
My Role
As Design and Production Manager I created event brand systems.
Responsibilities included:
Brand identity design
Visual system development
Stakeholder presentations
Production-ready artwork
Vendor coordination
Environmental graphics
Print and digital asset creation
Outcome
The resulting brand systems created a consistent attendee experience across every touchpoint while reducing design ambiguity and making future asset creation faster and more efficient.
