
2024 ALPFA Convention
Re{frame} Your Story - a multi-day event in Las Vegas, NV that focused on Latino college students and professionals. This convention is inclusive and is welcoming individuals from all backgrounds.
As the sole designer at ALPFA, I owned the theme creation, branding, creative direction, and overall look and feel of this convention. Hosted by Caesar's Palace in Las Vegas, NV, this was the largest event I have designed to date. With over 6,000 registrants and an overall event budget in the multi-millions, this was a Convention that was as grand as the city that hosted it.
This convention was a labor of love that began in October/November of 2023 when I came up with an pitched the theme alongside ALPFA's Marketing Director. I wanted to stay away from the bright lights and glitter of Las Vegas in the branding and instead pulled from the more natural elements of the area, predominantly desert sunsets. The sunsets, and the carpets within the hotel, is where I pulled the colors for the convention color palette and was the inspiration of the use of gradients throughout the branding and signage.
Since stories was the focus, the majority of the graphics were text-based. I wrote quite a bit of prose to include on merchandise and signage.
Event Highlights:
The Strip: Digital signage that I designed was on the Caesar's Palace Marquis on the Vegas Strip during the first day of the event as people arrived to the venue.
People: Surpassing our goal, we achieved an impressive 6,000+ registrants.
Kudos: Received the best compliments of my career so far: one from the hotel telling me that if they could they'd leave my branding up since it matched the hotel so well and one from a professional attendee saying that this was the best designed convention they had attended in years
The 2024 Convention Career Fair Booth
Because in 2023, ALPFA's booth was a kitchen, we decided that this year's booth needed to move to another room of the house. With the theme of Re{frame} Your Story, a library/office was the perfect choice.
Due to size constraints within the career fair space, the ALPFA booth was actually outside the career fair hall in the pre-fuction space which actually doubled the size of our booth - it ended up being almost 60ft long. I broke it into two sections, a full library wall and a photo frame wall with pictures from past ALPFA conventions. To break up the space I included a photo op that played on the theme with the bracket frame for people to stand. There were two hightop tables and chairs as well as a full seating area in the booth that allowed for attendees to meet and gather during the whole of the convention.
The space needed to be exteremely flexible as not only was in the hall, but it also served as the space where meet-and-greets with prominent speakers took place. All in all, the space was well recieved and served its purpose.
Power in Numbers
6,000+
Attendees
15
Percent Attendee Growth
(compared to last in-person convention)
396
Total Design Files
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