California Association for Behavior Analysis
2018 Conference Materials
Client: Easterseals Bay Area
Background
Applied Behavior Analysis (ABA) services comprise a large percentage of the services Easterseals Bay Area (ESBA) provides to its clients. Clinical practitioners undergo rigorous and continual training throughout their careers. Many ESBA practitioners are asked to speak or present at the California Association for Applied Behavior Analysis (CALABA) annual conference, which ESBA attends each year.
As the event's 2018 wi-fi sponsor, ESBA's brand had top visibility across the conference. To maximize brand recognition, it was decided early on to create a single, cohesive theme to guide all creative materials produced for CalABA 2018: "Let's Connect"
Design Strategy
I worked with a team of stakeholders from the Marketing and Recruitment departments to develop our creative strategy for the event. First, I met with the Director of Marketing and the recruiter responsible for coordinating the event to learn about the conference. Next, I developed three concepts aligned with the theme. All three were ultimately presented to ESBA leadership and a final concept was selected.
The final concept featured a circular layout of relevant icons in an interconnected layout, each icon aligning to some element of the conference's goals or ESBA's participation in the conference. I selected ESBA's warmest colors, paprika (PMS 1665), orange (PMS 151) and mango (PMS 7549) to create a bright, cheerful layout. The icons were then contained within a circle, reflecting the conference's specific, contained time frame. At the bottom, the circle was broken by "official sponsor" copy. The header utilized an energetic, handwritten script to echo the energetic color palette. ESBA's brand font, Roboto, provided a contrasting anchor and ensured legibility across all print and digital deliverables.
Paprika and orange were well-suited to the majority of deliverables, but when it came to ESBA's website, a darker color palette was the better option. ESBA's website features a large percentage of white spaces, and hero images need to be contained to stand out on the page. Paprika and orange each tend to feel too hot and aggressive as large blocks of solid color. ESBA's brand navy (PMS 541) worked best as a solid background and paired well with both orange and mango.
Other deliverables included signage, hotel key card, coffee cup, posters, digital app banners, table tents, posters, email communications, pop-up banners, a trade show booth, a two-panel, 8' x 4' column wrap, social media posts, and various web assets.
