Hospitality Design is the premier trade magazine and events company, serving as a staple of the industry since 1979. With several awards and events across America, the Hospitality Design Expo + Conference in Las Vegas is the highlight hospitality event of the year. Crown Creative took the existing brand for this events and brought new life to both campaign and signage, highlighting the event’s unique location and purpose through design.
In Las Vegas, the HD Expo + Conference is a place of transformation. As the largest single destination for hospitality product discovery in the U.S., the Expo + Conference is where professionals connect, and buyers find the products to bring their projects to life. Devising a new way to visualise the event while retaining its recognisable design, Crown Creative translated the HD brand colours into background gradients to emulate the energy of the host city. Deep blue and orange hues paint an abstract interpretation of the Las Vegas lights at sunset, changing and warping with each application. The spectrum of colour brings fluidity to the campaign identity, linking to the idea of HD Expo as a place where people and ideas naturally connect.
The HD Expo + Conference location sets the stage for the 2024 event tagline– the campaign’s main character. Quotes and ‘Love Design, Live Hospitality’ frame the event with inspiration and purpose. The core HD Magazine brand typefaces are utilised to retain recognition throughout the conference, with the addition of New Frank Bold and New Frank Regular to deliver clear instructions across signage.
The brand tone of voice reflects the vibrancy and innovation that defines HD Expo + Conference, celebrating creativity, connection, and community, aligning with the event’s spirit. The language throughout the event campaign is infused with fresh ideas and business insights – utilising inspiring quotes from designers and creatives. The tone is confident yet approachable, resonating with forward-thinking individuals passionate about design and hospitality. The campaign identity invites professionals to embrace growth, experimentation, and collaboration, positioning the HD Expo as a transformative experience– and the best hospitality product event of the year.