Best of CASE District VII Award
 

Institution: University of Southern California

Title of entry: 2023 USC Women’s Conference - Branding, Design and Graphics

About this entry: In August of 2022, the USC Alumni Association brought in University Advancement Communications (AdvComm) to assist in the design strategy for the association’s 16th Annual USC Women’s Conference, to be held in March 2023. This is an event where hundreds of alums, supporters, parents, friends and staff come together for a day of inspiration and empowerment, hearing from industry leaders and forming connections with fellow Trojans.

AdvComm was asked to redesign the conference’s graphic/brand to evoke a more modern look that would be inclusive and appeal to all demographics—in particular, to reach out to a younger audience. The client specified that the graphic should not have any semblance of a woman’s face, or women-related stereotypes (hairstyles, eyelashes, etc).

The AdvComm team developed three options, and the client selected one. The group then applied the look to social media graphics, promotional videos and an online program book. The group created a brand guide on color and graphic usage for the client, for use on onsite graphics like pillows, water bottles and signage. The team also developed a series of “We” phrases that expressed the powerful tone of the event, the presenters, and the people who attend—"we lead,” “we care,” “we inspire,” etc. The materials were produced months before the event to ensure successful marketing (social media, email invitations, etc.) would attract the desired audience.

The event attracted nearly 800 participants, with 46% under age 42 (Millenials and Gen Z), and a surprising 30% from outside Los Angeles County.