Texas Apartment Association
Client:
Texas Apartment Association
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The Texas Apartment Association (TAA) is one of the largest non-profit statewide trade associations in the country, providing professional advocacy, education, and resources to the multi-family housing industry. Their annual conference is a premier event, drawing thousands of professionals, exhibitors, and speakers.
The Challenge
The Multi-Channel Logistics Gap A statewide conference is a logistical mountain of data. TAA needed a partner who could manage a high volume of recurring design needs without losing the "event energy" or the technical accuracy of the schedule: The Information Maze: Every year, hundreds of speakers, exhibitors, and breakout sessions needed to be organized into a format that was both visually exciting and easy to navigate. Platform Fragmentation: Promotional efforts spanned across physical mailers, email campaigns, and social media, requiring a cohesive visual thread across wildly different formats. The Static Content Problem: Traditional print programs often "died" after the event; TAA needed a way to make their digital program a living, interactive asset.
The Strategy
Designing for Momentum The strategy focused on William Lidwell’s principle of Consistency. We established a "Visual Anchor" for each conference year—a unique aesthetic theme that was then rigorously applied to every touchpoint. We prioritized Wayfinding within the program layouts, ensuring that even with hundreds of pages of content, a member could find their specific session or exhibitor booth in seconds.
Project Scope
Annual Event Branding & Visual Theme Development
Interactive PDF & Digital Flipbook Engineering
Multi-Channel Social & Email Motion Graphics
Large-Format Print Production & Layout Design
UX/UI Wayfinding for Complex Event Schedules
The Solution
A Cross-Media Promotional Engine For nearly a decade, I served as the creative backbone for the conference, developing a suite of integrated print and digital assets. The Interactive Program Experience: I re-engineered the standard print layout into a high-fidelity interactive PDF flipbook. This included jump-links to speaker bios, clickable schedule grids, and hyperlinked exhibitor maps, turning a static document into a functional navigation tool. Kinetic Promotional Design: To cut through the noise of crowded inboxes, I developed a series of animated graphics and GIFs for email and social media. These added a layer of modern engagement that standard static flyers couldn't match. High-Volume Print Production: I managed the full lifecycle of print production for the event, from large-format programs and exhibitor grids to high-gloss postcard mailers and instructional flyers, ensuring color accuracy and brand alignment at scale. Strategic Web Assets: I designed recurring web graphics and banners that integrated seamlessly into the TAA ecosystem, providing a unified "Digital Welcome" for attendees during the registration cycle.
The Result
A Frictionless Attendee Journey By providing a consistent, high-end visual experience year after year, we helped TAA elevate the perceived value of their annual conference. The transition to interactive digital programming allowed for better post-event data and a smoother attendee experience on the convention floor. Our work ensured that the "TAA Brand" remained synonymous with professional excellence and regional authority in the Texas housing market.
Program Layout & Design
- Interactive PDF flip book design and implementation, including speaker info and schedule and exhibitor grids with links
Promotional Designs
- Animated graphics for use in emails, website, and social media accounts
- Postcard mailers and flyers
