Work Products
Direct Mail, Social Media Graphics, Print and Digital Advertising, Signage, Badge Design, Floor Clings, Wearables
Role
Graphic Designer
Under the Creative Direction of Luke Trautwein
Credits
Event theme and style guide created by BA Creative Team
Photography: Brewers Association
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The 2025 Craft Brewers Conference Annual Theme was all about vibrancy and a flexible brand system!
As an independent contractor, KSCD was honored to be apart of the early stages of the annual theme exploration in conjunction with the Brewers Association Creative Department. The objective of each conference’s annual theme is to breathe new life and energy into the event year after year. It builds connection across spaces throughout a large, neutral venue serving educational and exposition purposes.
An initial design concept was provided to KSCD for exploration and development of a working brand system. Creative Cloud libraries are used to enable team adoption and consistency across different specialties — print, video, and web.
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Main Registration Area
The greatest challenge of this venue’s registration area was its size and side-by-side floor plan. Critical objectives of this expansive print area are establishing an energy/tone in often large, sterile environments and easy wayfinding/readability. Extra large theme elements were chosen to tell the story of the industry and highlight visual variety. Extra steps were taken to carefully ensure optimum printing of photographic elements at such proportions. Color and contrast were used to establish hierarchy in the large open-area and high contrast color combinations for readability at varying distances.
Attendee Registration
Exhibitor Registration
Swag Bag Pickup
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Keynote Presentation Design
KSCD was given liberties to design a fresh, modern Presentation. Simplifying the slide content for high-impact visuals that SUPPORT the main character - the keynote speaker - not try to steal the show.
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Attendee Bags
Blending function and STYLE - these playful designs were incorporated, encouraging keepsake value while conforming to 1-color production specifications.
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Wayfinding Signage: Overhead... and Underfoot!
Trade show signage serves a critical purpose for attendees - but it doesn’t have to be boring! Careful consideration went into color selections for visibility in vase areas and readability/signaling at a distance.
Expo Floor Aisle Signs
Directional Floor Clings
Sponsor Recognition
Expo Floor Exhibitor Directory
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Miscellaneous Signage
Needs often arise for non-themed signage and instead other brand guides are applicable, such as the BA Brand for an experience area exclusive to a BA Department and for future reuse. Then, in some cases exploration of a future theme before much context as seen in this CBC26 Philly Promotional Sign is needed.
