California School Employees Association's annual conference is the largest event of the year, bringing delegates together to lead the organization. For the first time in CSEA History, the core values were the focus of the 98th Annual Conference: Together We Thrive. The goal was to design a logo that reflects CSEA’s unity and core values through a kaleidoscope of abstract figures, symbolizing diversity, collaboration, and strength.

OVERVIEW

Role

Creative and Visual Direction Lead

Timeline

January 2024 - July 2024

Deliverables

Logo Design / Motion Graphics / Digital & Print Signage / Swag / Presentation Decks /

CHALLENGE

Create a logo for CSEA’s 98th Annual Conference: Together We Thrive that proudly depicts the united front CSEA takes while also incorporating the 5 CSEA core values: Empowerment, Inclusivity, Respect, Transparency, and Innovation.

SOLUTION

A colorful logo graphic illustrates an abstract figure derived from the CSEA shield, repeated five times. Each figure represents a core value, ultimately creating a kaleidoscope - a symbol of ever-changing possibilities and diversity, a true reflection of what CSEA embodies.

BRAINSTORM

I started with simple circle, then multiplied and morphed into exciting patterns. Experimenting with the CSEA shield as an abstract figure resulted in creating an unconventional figure that represented CSEA’s approach: a united front taking on any challenge or threat.

The logo graphic illustrates an abstract figure repeated five times. Each figure represents a CSEA core value. The colorful interlocked arms symbolize community. The graphic ultimately creates a Kaleidoscope, a symbol of ever-changing possibilities and diversity, a true reflection of what CSEA embodies. 

SWAG

The conference swag includes a traditional pin, tote bag, and t-shirt that are given to delegates every year. This year, 5 different pins were created, each representing a core value. The pins were handed out in a random order, and delegates had the opportunity to trade pins if they wanted, which encouraged new connections.

Motion Graphics

SIGNAGE

Despite venue restrictions limiting traditional signage, we found a creative way to engage attendees as they arrived at the conference. By transforming boxes into signage, we effectively communicated the theme, 'Together We Thrive,' while also introducing CSEA's new core values.

This innovative approach delivered key information and built a sense of community and excitement. Each box became a visual and interactive element, enriching the overall experience and encouraging participant engagement.