Graphic Design ⎯⎯ 2023
Event Branding
Overview
The John L. Scott Convention 2019 was a flagship annual event bringing together real estate professionals, brokers, and partners to celebrate success and inspire future growth. As the Graphic Designer for the event, my role was to create a compelling and cohesive visual identity that elevated the attendee experience across all touchpoints, from print materials to digital displays.
The 2019 John L. Scott Convention marked a pivotal moment, positioned on the edge of a new decade, the theme “2020 and Beyond” called for a brand identity that felt bold, forward-thinking, and deeply rooted in the technological transformation of real estate.
Laptop decal design to give away at the event to all the attendees
My Role
As the graphic designer, I wanted the visual language of the event to reflect both the clarity of vision and the accelerating role of technology, not just in tools, but in the way people connect, search, and dream about homeownership.
• Lead Graphic Designer responsible for event branding
• Collaborated with internal marketing teams and external vendors
• Delivered designs across print, digital, and environmental formats
Swag bag and name badges for the event
Design Goals
• Unify the visual language of the event across multiple media formats
• Reflect John L. Scott’s core brand identity while injecting a sense of excitement and modern professionalism
• Enhance attendee engagement through visually dynamic touchpoints
Color Story
Each color was selected to embody an aspect of the future-facing narrative:
Vibrant Yellow
Symbolizing energy, possibility, and innovation. Yellow became our spotlight color, a metaphorical sunrise over a new decade. It brought warmth and attention to key elements, from signage highlights to CTAs on digital displays.
Symbolizing energy, possibility, and innovation. Yellow became our spotlight color, a metaphorical sunrise over a new decade. It brought warmth and attention to key elements, from signage highlights to CTAs on digital displays.
Tech Turquoise
Representing digital evolution and connectivity, this modern hue gave the visuals a sense of motion and agility. Turquoise is linked to themes of mobile-first design, virtual tours, and data-driven decision-making that are reshaping real estate.
Representing digital evolution and connectivity, this modern hue gave the visuals a sense of motion and agility. Turquoise is linked to themes of mobile-first design, virtual tours, and data-driven decision-making that are reshaping real estate.
Sleek Black
Used to ground the palette and give the design sophistication and edge. Black added contrast and authority, anchoring the otherwise bright palette with strength and focus.
Used to ground the palette and give the design sophistication and edge. Black added contrast and authority, anchoring the otherwise bright palette with strength and focus.
Cool Gray
Offered balance and neutrality, creating space for content to shine. It also spoke to the reliability and professionalism that define John L. Scott’s legacy.
Offered balance and neutrality, creating space for content to shine. It also spoke to the reliability and professionalism that define John L. Scott’s legacy.
White Space
Strategic use of white wasn't just about cleanliness; it symbolized clarity, vision, and openness. It gave room for ideas to breathe and reinforced the future-looking optimism of the theme.
Strategic use of white wasn't just about cleanliness; it symbolized clarity, vision, and openness. It gave room for ideas to breathe and reinforced the future-looking optimism of the theme.
JLS #EBB844 JLS #4BA3A1 JLS #484848 JLS #000000 JLS #FFFFFF
Branding Direction
The branding approach was minimal yet striking, intentionally breaking from traditional real estate visuals. Inspired by tech keynote aesthetics and modern design, I leaned into bold typography, modular layouts, and layered transparencies, design decisions that gave even static materials a sense of movement and progression.
Abstract line work and geometric shapes suggested pathways, networks, and forward motion, alluding to how data and digital tools are redefining the home-buying journey.
The result was an identity that honored John L. Scott’s trusted brand while propelling it visually into the future, one that helped attendees not just imagine 2020 and beyond, but feel like they were already part of it.
Key Deliverables
• Event Branding: Logo lockups, color palette, and typography system
• Print Collateral: Name badges, lanyard cards, signage, brochures, bottle labels, business cards, lunch tickets, and decals
• Large Format Graphics: Yard arms, wayfinding banners, stage graphics
• Digital Assets: Promo flyers, social media graphics, web banners, and email marketing,
• Merchandise: T-shirt and swag item graphics
T-shirt mockup
Final t-shirt design
Design Approach
I started by researching past conventions and identifying opportunities to modernize the look and feel. I developed mood boards aligned with the year's theme, incorporating bold typography, clean layouts, and a rich Pacific Northwest color palette to stay rooted in JLS’s regional identity.
Designs were created using Adobe Creative Suite, ensuring compatibility with both digital and print vendors. I built templates that maintained consistency across outputs while allowing for flexibility in content-driven materials, such as Snapchat filters, emails, and social media posts.
