Project brief
When the IFA set out to reimagine the look of its 2025 Annual Convention in Las Vegas, the goal was clear—create a bold, energetic brand unlike anything in its history. As the print and digital designer and photographer, partnered with one other team member to shape the brand identity, then brought it to life across every social platform, promotional material, and marketing campaign. Inspired by the Super Bowl happening that same weekend, the design included dynamic sports imagery, bold typography, and energizing colors on simple black and white backgrounds to standout. This design purposely breaks the typical design bounds and includes semi-maximalist features.
All material featured in this project was designed and photographed solely by me.
Role(s): Digital and print designer, and photographer
Responsibilities: Event brand identity, social media ads, house ads, print ads, web ads, 30 page exhibitor directory, email banners, Meta stories, powerpoint decks, print fliers, tickets, motion graphics, speaker and attendee toolkit graphics
Tools: Adobe Photoshop, Illustrator, InDesign, Acrobat, Lightroom
Problems faced
The IFA aimed to cut costs by bringing convention branding in-house, eliminating the need for outsourcing. Leadership felt previous years’ branding appeared dated and lacked a modern, engaging look, and part of the process involved convincing stakeholders that breaking from the norm was the right move. The sales team also prioritized showcasing sponsors more prominently to increase their visibility and value. There were smaller events within the event to drive registration that many people were not aware of.
Solutions provided
Created mockups that helped convince stakeholders a bold new direction would elevate the convention’s look and feel. Integrated sponsor logos into all relevant messaging—something not done in previous years—to increase visibility and value for sponsors. This approach modernized the branding while delivering greater benefits to key partners. Made promotional graphics for the Watch Party, Car Racing Experience and more - driving registration through awareness.
Branding
Designed print materials that were mailed to prospective attendees to generate interest and provided on-site during check-in to enhance the event experience. These pieces reinforced the convention’s branding and ensured consistent, high-quality touch-points from pre-event outreach to on-site engagement and awareness.
Print Materials
Designed print materials that were mailed to prospective attendees to generate interest and provided on-site during check-in to enhance the event experience. These pieces reinforced the convention’s branding and ensured consistent, high-quality touch-points from pre-event outreach to on-site engagement and awareness.
Digital ads
Designed targeted digital ads that boosted conversion rates and drove a significant increase in convention registrations. The campaign delivered a strong return on investment, maximizing the impact of the marketing budget.
Return on Ad Spend: 300X
Event Photography
Attended the IFA's 2025 Convention as a photographer to capture main stage action, sessions, interactions, exhibit halls and more - saving the company on vendor expenses.
Social Media Campaigns
Created both still and motion social media graphics to promote the IFA’s 2025 Convention, extending the event’s bold branding across digital platforms. These assets complemented email campaigns, adding dynamic, eye-catching visuals to boost engagement and reach.
Email Banners
Created email banners promoting speakers, event updates, awareness, as well as videos that drove registration. Most registrations came from clicks on these banners rather than the buttons within the emails, proving their effectiveness in capturing attention and prompting action.
