Los Angeles International Pow Wow
Good Creative Group
Publication Design and Project Management
Pow Wow, produced by U.S. Travel Association, is an annual business event with an international reach, with the goal of promoting travel and tourism in the US. Our task was to create a new look and feel for a family of materials that would communicate what Pow Wow is all about and build brand equity for the new identity, while at the same time promote America and the US without using photos of anything other than the host city sponsoring the Pow Wow event.
The current look and feel was very institutional and corporate. The look was entirely focused on the host city and didn’t embody all that Pow Wow has to offer.
Good Creative Group challenged us to develop new creative that portrayed a less corporate and more flowing look and feel for the brand.
Our design team created a flexible template to accommodate various program components of different sizes and shapes. The template allowed for the easy interchange of photography that was sized to the required focus of host city, business opportunity and entertainment provided by the Pow Wow event.
The subtle red, white and blue waves communicate America/US without the use of photography or iconic graphics. The clients were extremely pleased and the new identity is now in use across the globe.