Project Overview
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.
My Role
I was responsible for the creative direction, branding, and overall design for TGAVC. My focus was on developing a visual identity that honored the conference’s long history while embracing its tagline, “Experience the Difference.” I shaped the overall aesthetic and ensured the design was applied consistently across pre-mailers, promotional assets, digital media, and on-site branding elements.
My Role Involved
My work included conceptualizing the creative vision, researching the history of the conference and its venues, and translating that into a brand system that could carry across print, digital, and environmental signage. This meant designing everything from the earliest promotional mailers to the large-scale signage attendees encountered on-site, with the goal of creating a cohesive and memorable experience.
Challenge & Solution
One of the greatest challenges was balancing TGAVC’s deep history with its cutting-edge, forward-looking approach. For many years, the conference took place at The Boca Raton, an iconic hotel built in 1929—the same year the FVMA was founded. The venue’s Spanish opulence and old-money charm became tied to the event’s identity. With the conference moving to new beachside locations, the branding needed to preserve this historical essence while appealing to a modern audience.
To resolve this, I drew inspiration from The Boca Raton’s elegance and the Art Deco era. I incorporated design elements such as damask and chevron patterns, paired with a fresh, beach-inspired color palette that subtly reinterpreted the FVMA’s brand colors. Watercolor illustrations of animals and palm fronds created a breezy, tropical feel that aligned with the new coastal setting. Typography played a key role as well—by increasing the tracking on Proxima Nova, I was able to bring refinement and sophistication to the conference’s typographic voice.
Design Highlights
Branding
The resulting identity combined the glamour of Art Deco patterns with the vibrancy of a beachside setting. Visual elements included vintage postcard inspirations, palm fronds, and watercolor illustrations of animals, which added a warm and inviting tone. The typography was carefully refined to convey professionalism while maintaining elegance. The updated color palette originated from FVMA’s traditional colors, becoming soft coastal hues that bridge the gap between history and modernity.
Print Materials
Pre-mailers and direct mail campaigns introduced the refreshed branding to potential attendees. On-site, programs, guides, and printed schedules carried the visual identity forward, ensuring a consistent experience across all physical touchpoints.
Digital Assets
The branding extended seamlessly into digital spaces. Social media graphics, web collateral, and email headers were designed to create excitement leading up to the event. Canva templates were developed to enable the conference team to quickly produce additional digital assets while maintaining consistency with the brand system.
Conference Signage
The identity came to life at the event through large-scale banners, directional signage, and informational displays. Every piece was designed to both orient and inspire attendees, creating an environment that felt both professional and celebratory.
Design Philosophy
This project embodied my design philosophy of honoring tradition while pushing forward with modern innovation. The work respected TGAVC’s storied past, but it also created space for evolution, ensuring the conference felt relevant and exciting in its new setting. By weaving together historical references, coastal elements, and a refined visual style, the design struck the balance between heritage and progress.
Process
My process began with in-depth research into TGAVC’s history and The Boca Raton’s unique character. From there, I experimented with patterns, colors, and illustration styles that could carry forward this legacy in a modern context. I explored typography treatments that would complement the event’s sophisticated positioning, then refined the visual identity through mockups and production across multiple mediums. At every step, the focus was on creating a seamless and cohesive brand experience.
Outcomes
The branding was well-received by both FVMA and 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. Many attendees noted the elegant and eye-catching design, appreciating the added elegance and distinction to the conference. The refreshed branding contributed to a measurable result as well, with attendance at the 2024 conference increasing by approximately 20 percent. The identity not only balanced TGAVC’s historical roots with its new beach-inspired direction, but also positioned the FVMA as both a guardian of tradition and a leader in 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
The branding was created primarily with Adobe Creative Suite, including Illustrator for vector graphics, Photoshop for image editing, and InDesign for layout design. Canva was also used to create quick mockups and social media assets, ensuring that the brand system could be applied flexibly and consistently across channels.
