NASLEF 2018 Conference Event Collateral
Posted on October 30, 2018
Hosted in Boston, 2018’s annual National Association of State and Local Equity Funds conference theme was inspired by the liveliness of the city. Buses, ferries, water taxis, commuter trains and an extensive subway system offer plenty of ways to get around the metropolitan area. We translated this interconnectivity to custom-built type that is used throughout the conference brochure, program, email marketing, signage and other collateral pieces.
The conference title text was built by modifying an existing typeface. We worked from the natural curves of individual letters to create fluid flourishes that interact with an image of the Boston skyline. These flourishes create a sense of depth and dimensionality as they move in and out of the urban landscape.
Angled block text was designed for the city name on the cover and titles throughout the registration brochure and program. This dimensional effect creates a spatial interaction between the typography and the background image or graphic, provoking a sense of motion.
Through our visual research of the city, a distinct color palette emerged. Brick red pairs with ocean blues to visually represent the essence of Boston. The palette is completed with a complementary gold inspired by sunset over the sea.