The Gulf Atlantic Veterinary Conference (TGAVC) is a flagship event organized by the Florida Veterinary Medical Association (FVMA). This conference gathers veterinary professionals, educators, and industry experts from the Gulf Coast and Atlantic regions to network, pursue continuing education, and engage in professional development. TGAVC features the latest advancements in veterinary medicine through informative lectures, hands-on workshops, and interactive sessions led by renowned speakers. It is a cornerstone event that fosters collaboration, knowledge exchange, and professional growth, ultimately enhancing the practice of veterinary medicine and ensuring the well-being of animals across the region.
I was responsible for the creative direction, branding, and design for TGAVC. My role involved developing a visual identity that honored the conference’s rich history while embracing its tagline, "Experience the Difference." This included conceptualizing the overall aesthetic and executing the design across various materials, such as pre-mailers, on-site branding elements, and other promotional assets.
One of the biggest challenges was balancing TGAVC's deep history with its cutting-edge, forward-thinking approach. The conference historically took place at The Boca Raton, an iconic hotel built in 1929—the same year the FVMA was founded. This venue's old-money charm and Spanish opulence provided a perfect backdrop for the FVMA's premier event. However, with the conference moving to new beachside locations, I needed to ensure the branding retained this historical essence while appealing to a modern audience.
Challenge: Incorporating the rich history of TGAVC while also reflecting its current cutting-edge, innovative focus.
Solution: I drew inspiration from The Boca Raton's elegance and the Art Deco era, using patterns like damask and chevrons. I also subtly modified the FVMA's color palette to capture a breezy, beachy vibe that aligned with the conference’s new coastal setting. I integrated watercolor illustrations of animals and palm fronds, evoking a tropical, vacation-like atmosphere that complemented the "Experience the Difference" tagline. Additionally, I increased the tracking on Proxima Nova to lend the typography a refined and elegant feel.
To bring the brand to life, I began by researching the history of TGAVC and The Boca Raton, identifying key elements that could be modernized for the current conference environment. My process included:
Visual Elements: I focused on Art Deco patterns, vintage postcards, palm fronds, beachy colors, and watercolor animals to create a cohesive and distinctive visual identity.
Design Development: Experimenting with different design elements, including watercolor illustrations, to infuse a fresh, artistic touch into the branding.
Typography: Testing various typographic treatments to enhance the sense of sophistication and align with the conference’s high standards.
Mockups and Production: Creating mockups and finalizing the design across various mediums, ensuring consistency and a seamless experience for attendees.
The branding was well-received by both the FVMA and conference attendees. The creative approach, particularly the integration of Art Deco elements and the refined typography, was praised for effectively capturing the event's unique personality. Attendees specifically noted that they appreciated the elegant and eye-catching design, which added a touch of sophistication to the overall experience. As a result, the 2024 conference saw an approximately 20% increase in attendance. The design successfully balanced TGAVC’s historical roots with a modern, beach-inspired aesthetic, positioning the FVMA as both a guardian of tradition and a leader in veterinary innovation.
Reflecting on the project, I am particularly proud of how the final branding honored TGAVC's storied past while propelling it into a vibrant, modern context. The branding will continue to be used in future conferences, with room for evolution to keep the event fresh and relevant. This project underscored the importance of balancing historical respect with forward-thinking design—a challenge I embraced and executed with a creative and strategic approach. The positive reception and the significant increase in attendance further validated the success of the branding, and I look forward to applying these lessons to future projects.
Tools Used:
Adobe Creative Suite: Primarily used for developing the branding elements, including Illustrator for vector graphics, Photoshop for image editing, and InDesign for layout design.
Canva: Utilized for creating quick mockups and social media assets to ensure brand consistency across all channels.
