The CFED Conference and Expo is the place where California's response community comes together to forward the development of their multi-disciplinary approach.

 

The prospectus booklet was targeted at potential sponsors and exhibitors of the expo.  In order to ensure the greatest response, I focused the team's design efforts on making pertinent information readily accessible and a pleasure to view.

 

Previous designs utilized an abundance of imagery as a means to connect the viewer to the response community.  Because the target audience would not necessarily be part of the response community and because our primary goal was to get the viewer to participate, I directed our design towards using a single vector illustration as a background texture.  This retained a connection to the response community while also maximizing space for the content a potential sponsor or exhibitor would be interested in.

 

Also, additional spreads were added to the booklet to give more breathing room to all of the content as a whole.

The overall design aesthetic of the booklet was anchored to the updated brandmark.  The project had a tight timeline so I made the decision to suggest a logotype solution with minimal graphical elements.

 

The booklet served as a sort of informal brand guide for the remaining assets such as the website: cfedwest.com.  Acting as director, I ensured that the website's design approach retained brand consistency.