2025 ALPFA Convention

The theme for the 2025 Convention emerged from a desire to build upon the success of the 2024 theme, Reframe Your Story, which was deeply introspective. For 2025, we wanted to shift the focus outward, with an emphasis on action and forward momentum. After extensive brainstorming and collaboration with regional chapter leaders in a series of focus groups, we arrived at the theme Momentum: Leaders in Motion. This theme reflects both individual growth and collective movement toward progress.

The visual identity for the event evolved from this theme, ensuring that the branding not only communicated energy and action but also harmonized with the venue, Caesars Forum in Las Vegas. In selecting the color palette, I drew inspiration from the carpeting and architectural elements of the venue, carefully choosing hues that would resonate with the event's goals while ensuring stylistic cohesion throughout the branding.

Each element of the brand is intentionally designed to convey our core values and evoke a specific feeling for our community and attendees, both on-site and through our marketing materials. From the colors to the typography, every design choice reflects the dynamic and forward-thinking spirit of the event, aiming to inspire action, connection, and growth among all who experience it.