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Process: GBTA Convention Branding

GBTA hosts an annual convention for the business travel industry, with over 7,000 attendees and exhibitors. For 2016, industry experts concluded that "Balance" would be the theme for GBTA Convention. My challenge was to develop 5 distinct visual concepts that illustrated the idea of "balance", which would eventually translate into assets for the convention website, digital and print ads, a printed program, event signage, and booth design.