Project Details
Full Event Identity & Environmental Design
Host: Western Canada Data Centre Alliance (WCDCA)
Role: Lead Graphic Designer & Brand Identity Specialist
Scope: Sponsorship Collateral, Brand Identity, 60+ Social Campaign Assets, Venue Wayfinding, Digital Signage and Print Production.
The Challenge
The Western Canada Data Centre Alliance (WCDCA) needed a full-scale visual identity and multi-channel asset system to launch their 2026 conference from the ground up. The event required building immediate credibility to secure major corporate sponsors, driving delegate registrations, and delivering a seamless physical experience across a complex venue for over 450 attendees.
The Strategy & Solution
Working directly with the WCDCA team, I co-developed a geometric brand system that bridged high-tech infrastructure with regional Western iconography. I then expanded that core identity into a 360-degree event engine, producing over 60+ targeted social assets to drive ticket sales, setting up digital screen systems for hotel reader boards, and designing all environmental venue graphics, from large-scale pillar wraps to custom double-sided attendee badges.
Brand System & Sponsorship
Visual Foundations & Sponsorship Brief
Built a cohesive brand identity anchored by a custom geometric mark that subtly incorporates WCDCA’s mountain icon to establish immediate brand alignment. The palette draws inspiration from the host’s signature aqua and teal tones while establishing a distinct event identity, paired with a versatile mark engineered to perform consistently across all background colours without requiring an inverted variant. Complete with a precise typographic hierarchy, this core system powered the four-page digital sponsorship deck, website hero banners, early promotional e-vites, and initial multi-channel partner outreach.
Geometric Brand Mark and Clear Space Rules
Colour Palette and Typeface System
Full Colour and Monochromatic Logo Adaptations
4 Page Digital Sponsorship Brief
Website Hero Banner Displaying Host and Sponsor Identity
Web Registration Banner and Save the Date Evite
Social Media Campaign
Multi-Channel Social Campaign
Developed a unified visual framework for a 35-plus asset LinkedIn campaign engineered to convert interest into registrations. From 24 individual speaker spotlight cards to key panel announcements and adapted web banners, every asset leveraged responsive typography and high-contrast layouts to maintain strict brand cohesion across all digital touchpoints.
Initial Campaign Teasers and Registration Launch
Speaker Spotlight Cards: Full Graphic and Feed Integration
Panel Discussion Grids: Full Graphic and Feed Integration
Keynote Announcements: Full Graphic and Feed Integration
Environmental & On-Site Experience
Environmental Signage, Motion Screens & VIP Collateral
Designed 450 double sided name badge lanyards colour coded by role with dynamic QR codes for live agenda access. Executed a comprehensive physical and digital environment across the Hyatt Regency Calgary, including wayfinding signage, pillar wraps, LED agenda boards, stage graphics, podium inserts, and a dedicated VIP Dinner suite spanning digital evites, event cover graphics, personalised seating charts, and custom table details.
Standing Welcome Sign and Registration Directional Banner
Thank You Partner Graphic Alongside Vertical Morning and Afternoon Agenda Screens
Reader Board Display Alongside Attendee, Speaker and Sponsor Check-In Banners
Front Design of Attendee and Category Badges, Universal Back Side and Backups
Culinary Identifier Cards for Catering and Beverage Stations
Promotional Wall Wrap Graphic (114 H x 160.75 W inches)
Promotional Foyer Pillar Display (97.5 H x 197.25 W inches)
Conference Directional Signage with Interchangeable Arrows
Speaker Podium Insert and Centre Stage Banner
Photo & Video Recording Notice Alongside Reserved For Sponsor Table Cards
On-Screen Motion Slides Featuring Conference Branding and Thank You Partners Display
On-Screen Static Slides Featuring Conference Branding, Speakers, Panels, Keynotes and Break Announcements
Reception Directional Signage with Interchangeable Arrows
Data Centre West 2026 VIP Dinner Evite
VIP Dinner Google Form Header Banner
Seating Chart with Table Stickers, Sponsor-Branded Centrepiece Stickers and Main Food & Drink Menu
The Outcome
Delivered an end-to-end visual identity across 15+ mediums for 450+ delegates and 17 corporate sponsors at Data Centre West 2026. By balancing high-impact environmental graphics with flexible, modular wayfinding systems and unified dynamic screens, the project established an elevated, high-production brand standard for future Data Centre West conferences.
