The International Society for Technology in Education has hosted a huge educational conference for decades now. This year in addition to their main conference, they launched a new conference called ISTE Leadership Forum. With a different focus and audience from their flagship conference, the marketing message was developed and refined as needed. I show this project as an example of how the design developed over time and reflected the course of the message. Some feedback considerations were ...size of the url ...bolder, stronger images that aren't so delicate ...too many tag lines and subheads ...have the word ISTE more prominent ...have a clear call to action. Viewing the three designs below, it's almost like they are promotions for different conferences even though the elements are the same. This project shows how important the connection between marketing and design is to the overall impression and philosophy of an event. Design is a lot more than the aesthetic.