The Deposition Reporters Association of California drew their inspirational 2012 convention theme from Katy Perry's “Firework”, and they were looking for a brochure with more impact than those for previous conventions. The resulting design reinforced their theme while also highlighting the attractive features of its coastal destination.

 

This 2012 DRA Convention Brochure, designed to be mailed to potential attendees, provided a bolder, more-professional first impression. Care was taken to enhance content hierarchy to enable scanning for essential information. For the first time ever, a separate conference track was included for firm owners as well. Registration forms were also reorganized to relieve confusion.

 

The corresponding landing page differed from their usual template-based content, dramatically reinforcing the convention theme. A dynamic form switcher also enabled visitors to stay on the same page while considering registration opt-ins. Event promoters could also share links which automatically loaded the desired form. This spared visitors from a multi-step process used in years past.

 

This landing page also prominently displayed an automatic countdown timer for each phase of convention pricing, and this number was also dynamically included in Twitter and email messages through the available sharing tools.