Members of the Mechanical Service Contractors of America (MSCA) look forward to their annual convention all year. This hard-working group sees the convention as a chance to learn, to grow their business, and to network.
The basis for an engaging conference experience always begins with a strong brand experience, starting from the first engagement and carrying through the entire show. The story unfolds through pre-event marketing and on-site brand activation.
For MSCA19, I developed a logo and brand framework to support the theme of "reENVISION" that was chosen by the client. This logo draws inspiration from the event's chosen setting in Colorado Springs, incorporating natural elements that relate directly to the midwestern vistas surrounding the Broadmoor Hotel, where the conference took place.
Shown below the logo are pages from the program book. Page layouts were carefully planned to subtly incorporate the angular geometry of the logo mark. The gradient treatment from the mark was also adapted as a layout element in order to further integrate the brand into each individual page.
