League of American Orchestras
ASCEND | 2025 National Conference
For the League’s 2025 National Conference in Salt Lake City, I facilitated the development of ASCEND, a theme connecting the host city’s mountain setting with the priorities shaping the conference program.
Working with League staff, we explored possible themes and reached agreement on a direction centered on collective progress and a sustainable future for orchestras. I then translated that direction into a creative brief and collaborated with graphic designer Melanie O’Neill, who created the conference’s visual identity.
Finding a theme
I researched Salt Lake City, the League’s priorities, and the emerging conference sessions. Ideas around connection, shared purpose, and the mountain setting led to several possible themes.
Together, we chose ASCEND. It connected the location with a shared ambition for the field: helping orchestras build stronger community relationships and a sustainable future. Finding a meaningful way forward for organizations of all sizes.
Visual identity and graphic design by Melanie O’Neill. Click here to explore more of her work.
Turning the theme into a creative brief
The brief gave the theme a clear meaning and established how the design needed to function. Alongside the conference priorities, it addressed accessible color combinations, legibility at small sizes, and adaptations for digital communications, print, signage, and the conference app.
ASCEND in use at the League’s 2025 National Conference in Salt Lake City.
Does your brand need a clear direction?
Turn your priorities into a focused campaign.