A New Horizon for NABCA’s Event Branding

I’ve never had so many compliments.

— KATE C.

The Client

The National Alcohol Beverage Control Association (NABCA) is a long-time client with a powerful mission to protect public health and safety through responsible and efficient alcohol distribution. Each May, they host an annual conference, and for the last eight years, our team has served as the creative director for the event’s branding.

For the 2024 conference, we were tasked with creating a visual identity for the year’s theme, “New Horizons, New Opportunities.” We aimed to create a versatile and engaging design that could be adapted across multiple marketing materials including digital and on-site displays. The most critical part of our work was maintaining a cohesive brand presence while allowing individual pieces to shine.

What We Did

We collaborated with NABCA to create a cohesive and engaging visual identity for their 2024 annual conference themed “New Horizons New Opportunities.” We provided ongoing support throughout the entire marketing phase of the event. Our key initiatives included:

Developed custom illustrations featuring desert imagery, cacti and a roadrunner mascot to reflect the host state of Arizona
Designed a logo with title lockup that integrated the conference theme
Produced marketing collateral including digital and on-site materials to maintain a consistent brand presence
Created badge designs, on-site signage and name tags to enhance attendee experience
Developed maps and floor plans for effective navigation
Designed custom banquet graphics and a lobby video to enrich the event atmosphere

This comprehensive approach ensured a unified and immersive experience for conference attendees.

What We Delivered

Custom Illustrations
Logo with Title Lockup Design
Marketing Collateral Design
Badge Design
On-Site Signage
Video for Lobby Over Escalator
Name Tag Design
Maps
Floor Plans
Custom Banquet Graphics

The Results

We crafted custom illustrations, and lockup designs, and incorporated the logo and annual conference information. In this phase, we also ensured that all illustrative elements were created on layers that could be used across all materials and applications.

Inspired by the host state of Arizona, we infused desert imagery, cacti and the playful roadrunner mascot into all design elements. We combined elements of both day and night to create a dynamic and unique visual identity. Even better, the NABCA team further enhanced the theme by incorporating live cacti on-site, creating an immersive experience for attendees.

We created over 75 individual pieces for the event and received an overwhelming amount of positive feedback.

I LOVE this artwork!

“Sue and her team truly understand their clients, their mission and the goal of each event to create the perfect look that complements the theme to a T. I LOVE how our artwork is coming together for our 2024 Annual Conference! Their eye for color, font and subject matter is unmatched, and their taste is simply fabulous. We couldn’t ask for a more wonderful and, most importantly, CREATIVE design team.

Each year, we receive incredible feedback on our event look — signage, registration walls, posters, backdrops, handouts, app graphics, website graphics and more. Sue and her team set the bar high, and people now expect every event to have a non-traditional, bold, unique feel. I’ve never gotten so many compliments on our branding!”

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Helping service-based businesses, nonprofits and associations stand out and make an impact. We put a Sharper Focus on what makes you unique and valuable, empowering you to brand boldly with a high-impact identity that positions you for success. It’s a smart investment in growth.