2023 ALPFA Convention

ALPFA Convention - Real Power, True Culture

For the design of this convention, I leaned heavily into the culture and style of the host city, San Antonio. The theme we ended up choosing (Real Power, True Culture) was a play upon the city's slogan. Real & True. For me, the convention branding needed to fit into the vibrant, colorful, alive culture of the city while staying true to ALPFA's mission and complimenting the hotel and convention center. San Antonio is full of history, with historic landmarks that I worked into the design of the t-shirts and as icons within the branding itself.

This convention, while my second large experiential design project, was a first in many way. I ideated and designed my first ever trade show booth to be included in the event's career fair. The reactions from partners and attendees alike were overwhelmingly positive. The design of the booth, which was made to look like a kitchen, lent itself to becoming a welcoming hub for career attendees to prep for their interviews.

Event Highlights:

• Theme: Real Power, True Culture

• Goal: Drive 4,000 Registrants

• Positioning: Emphasizing the global impact of ALPFA, we showcase the increasing inclusion and presence of Latinos across diverse industries.

The ALPFA Convention exceeded expectations:

• Registrants: Surpassing our goal, we achieved an impressive 5,400+ registrants. This was the highest

• Airport Ads: Breaking new ground, ALPFA's welcome experience at the airport marked a historic first for the organization.

The 2023 Convention Career Fair Booth

The idea of this booth came from the concept that the center of most Latino homes and families is the kitchen.

From there, I decided to design my own kitchen as our 20x30ft booth at the heart of the Conventions annual Career Fair. Our booth was going to be used as a place to collect swag bags (designed to look like bodega bags, just like in a real kitchen) and to act as a meeting or gathering place for attendees.

This is exactly what happened - many attendees used our booth as a place to prep for interviews or to take a breather from the chaos of the career fair as a whole. Many commented how the booth reminded them of their grandmother's kitchen, which is the greatest compliment I could have received about the design of this booth.