CLIENT
Visit California
THE CHALLENGE
Build a WOW conference experience for tourism powerhouse Visit California.
THE OUTCOME
A memorable experience that extended far beyond the two day conference. The primary exhibit traveled to multiple locations and new audiences for over two months after the conference ended.
SERVICES
Identity Design
Wayfinding & Signage
Print Collateral
Interactive Design
Motion Graphics
A SNAPSHOT
Visit California is the state’s official marketing arm for tourism, generating international attention for California as a must-visit destination. As the annual epicenter of marketing for California tourism, Outlook Forum serves as an opportunity for attendees to network and learn from world-class speakers.
After a year of tragic wildfires across the state, Visit California saw the need for healing and solidarity, and wanted a theme that promoted…
unity, connection and togetherness.
CONCEPTING
With themes of unity, connection and togetherness we started with various word choices that brought these words together.
Weaving was a big early word that underscored the themes and felt like it had some oomph. Our designers looked at textile patterns, basket weaving, even knitting — all places where interesting textures and art inspiration abound.
Once the idea of brightly colored overlapping lines of yarn was combined with California-themed shapes, we knew we had an idea that was compelling, graphic and visual while literally forming the shape of California.
Unity, connection and togetherness: The California ties that bind
Many vendors, attractions, travel agents, restaurants and brands work together to create the California experience. The string art graphics were a perfect representation of the efforts of these many hands and hearts. Like the colorful woven strings, California’s inhabitants and vendors are interconnected and inter-reliant while simultaneously being bold, dynamic and stronger together.
A perfect metaphor and a colorful, cohesive design system is born.
Get Interactive and Get Attention
With a string art theme on the conference materials, adding physical string art to the conference was a natural path. We created this 8 foot tall interactive string art bear which immediately put everyone in the mood to play. The bear is fully interactive and made to touch! Attendees were able to grab a string and get to stringing, adding color and texture to the interactive display. These images captured the kid in the participants as they played with the giant bear.
Think Global, Act Local
Many vendors, attractions, travel agents, restaurants and brands work together to create the California experience. The string art graphics were a perfect representation of the efforts of these many hands and hearts. Like the colorful woven strings, California’s inhabitants and vendors are interconnected and inter-reliant while simultaneously being bold, dynamic and stronger together.
The Bear Lives On
The interactive bear was so successful it lived on after the conference ended.
THE CAPITOL
The bear showcased at the Sacramento Capitol just outside the Governor’s Office as part of California Tourism Month. It got so much attention from passers-by that an attendant had to be assigned as it kept filling up with so much string.
THE SACRAMENTO AIRPORT
To promote travel and tourism the bear was next showcased at the Sacramento International Airport just inside the Southwest baggage claim.
The Bear
By The Numbers
OUTLOOK FORUM
2 days on display
2,900 feet of yarn
THE CAPITOL
11 days of Capital exhibit
21,840 feet of yarn
SACRAMENTO AIRPORT
68 days on display
65,520 feet of yarn
