Visit California Outlook Forum 2025
Bringing California tourism to life
Every year, California’s tourism leaders gather under one roof to chart the future of travel. For over a decade, Page Design Group has been behind the scenes of Outlook Forum, Visit California’s signature event, transforming strategy into unforgettable experiences. With nearly 1,000 professionals in attendance, Outlook Forum isn’t just another conference; it’s where the state’s travel community connects, celebrates, and dreams bigger together.
Client
Visit California
Services
Branding
Environmental Signage
Results
980
15%
30+
95%
The Challenge
Capturing LA’s spirit in a statewide story
Each Outlook Forum presents a new creative challenge: develop a theme and visual identity that captures the unique spirit of the host city while aligning with Visit California’s statewide brand. For the 2025 conference in Los Angeles, the goal was to create something fresh, memorable, and distinctly tied to the heart of LA. After initial exploration the client wanted to use brand photography to help represent actual locations, people and activities found in the city.The challenge was not only to design a cohesive visual theme but also to ensure it could be extended seamlessly across dozens of touchpoints—from third-party vendor materials to environmental graphics—while still feeling unified and inspiring.
Concept 1
A photo-driven design that utilizes a mix of subjects to represent different aspects of LA culture.
Concept 2
An illustrative collage capturing iconic parts of LA through stylized icons.
Concept 3
A stylized skyline inspired by late-night television, embracing a different side of LA.
Our Approach
Designing themes that inspire and scale
To meet this challenge, we:
01
Developed multiple design concepts exploring different visual directions tied to both Los Angeles and the broader tourism landscape.
02
Collaborated closely with Visit California’s creative team to select a theme that was on-brand, inspirational, and reflective of the state’s tourism goals.
03
Crafted a comprehensive brand guide that included design elements, usage rules, and tutorials to empower third-party vendors to create consistent materials.
04
Designed and produced the core conference experience: environmental graphics, wayfinding signage, stage design, lanyards, banners, digital assets, and attendee giveaways.
05
Customized solutions for the specific venue, ensuring the event space was fully transformed and immersive from the moment attendees walked in.
The Solution
A flexible identity, built for every touchpoint
The final theme and branding brought the vibrancy of Los Angeles to life while maintaining a clear connection to Visit California’s statewide story. The brand identity was flexible enough for vendors to apply consistently yet distinctive enough to make this year’s event stand out on its own.Through a combination of bold visuals, immersive environmental design, and a practical brand guide, we delivered an identity that unified the event, empowered partners, and created a cohesive experience across every touchpoint.
Environmental Graphics
Vibrant environmental graphics transformed the conference hall into a living showcase of Los Angeles, celebrating the city’s energy, culture, and creativity at every turn.
Signage Displays
Bold, custom signage immersed guests in color and motion, turning every corner into a photo-worthy moment that brought the brand to life.
Wayfinding System
Thoughtfully designed wayfinding guided attendees seamlessly between sessions while maintaining a cohesive brand presence across every floor.
Badges + Lanyards
Personalized name badges and lanyards became instant conversation starters, designed to connect people as much as they identified them.
Mixed Media Solutions
A mix of print, digital, and environmental elements gave organizers the flexibility to adapt branding across every surface and experience.
Stage Design
A fully customized stage design captured the spirit of the brand, creating a centerpiece that set the tone for inspiration and storytelling.
Vendor Toolkit
A comprehensive branding toolkit empowered third-party vendors to extend the conference identity consistently across every touchpoint, from signage to screens.
It’s always a pleasure working with Page Design, this year was no exception. This conference was a huge hit and a memorable experience for all that participated. Each year Page Design keeps wowing us, can’t wait to see what next year brings.
Sarah Gilbert
Visit California,
Communications Manager
Ready to transform your event?
If your business is ready to clarify your story and connect with customers, let’s talk. We’ll help you find the words, visuals, and strategy to stand out and grow.
