Illustration / Art Direction / Experiential
American Gas Association '23
A Texas-sized brand experience
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Illustration / Art Direction / Experiential
American Gas Association '23
A Texas-sized brand experience
THE BRIEF
The Opportunity
The American Gas Association’s Operations Conference & Biennial Exhibition brings together thousands of professionals from across the natural gas industry. In 2023, it came to North Texas, a short drive from our HQ.
I developed the visual direction for the experience, using hand-drawn graphics that carried from the booth into apparel, merchandise, digital content, and motion.
THE BRIEF
The Opportunity
The American Gas Association’s Operations Conference & Biennial Exhibition brings together thousands of professionals from across the natural gas industry. In 2023, it came to North Texas, a short drive from our HQ.
I developed the visual direction for the experience, using hand-drawn graphics that carried from the booth into apparel, merchandise, digital content, and motion.
THE PROCESS
From Sketchbook to Show Floor
What began as rough sketches became a large-scale homage to Texas. I drew inspiration from the many murals that can be found throughout small Texas towns, choosing distinctive people and imagery that bring us Texans a great sense of pride.
A display this big comes with its own set of challenges. I started by digitizing my sketches, trying to keep that hand-drawn feeling. When working on the composition, I had to keep a seam and possible misalignment in mind. Finally to tie everything together, I used a limited palette.
All of those details would come together into something that would be so much bigger. Taking something from a screen and turning it into something so physically large is equally nerve-racking and exciting. Thankfully, seeing the finished booth for the first time really solidified our confidence going into the conference.
Beyond the Booth
With the creative direction established, I applied the concept across nearly every part of the event experience.
The booth was the main attraction, but I extended the visual language into apparel, patches, and stickers so attendees could take a little bit of Texas and EWN home with them. The visuals and handouts became a natural way to draw people in and start conversations.
I brought that same energy online through video and motion graphics, giving people who couldn't attend a taste of the experience.
THE PROCESS
From Sketchbook to Show Floor
What began as rough sketches became a large-scale homage to Texas. I drew inspiration from the many murals that can be found throughout small Texas towns, choosing distinctive people and imagery that bring us Texans a great sense of pride.
A display this big comes with its own set of challenges. I started by digitizing my sketches, trying to keep that hand-drawn feeling. When working on the composition, I had to keep a seam and possible misalignment in mind. Finally to tie everything together, I used a limited palette.
All of those details would come together into something that would be so much bigger. Taking something from a screen and turning it into something so physically large is equally nerve-racking and exciting. Thankfully, seeing the finished booth for the first time really solidified our confidence going into the conference.
THE EXPERIENCE
Beyond the Booth
With the creative direction established, I applied the concept across nearly every part of the event experience.
The booth was the main attraction, but I extended the visual language into apparel, patches, and stickers so attendees could take a little bit of Texas and EWN home with them. The visuals and handouts became a natural way to draw people in and start conversations.
I brought that same energy online through video and motion graphics, giving people who couldn't attend a taste of the experience.
Brand Guidelines
BRANDING SYSTEMS / CORPORATE
