Safety 2.0
Rebrand Timeframe
Feb 2020 – April 2020
Role
Brand Designer
Tools
[Ai] [Ps] [Id] [Ae]
Reimagining Safety Conference
Understanding Safety Attendees
After events had predominantly shifted to the digital landscape, our team needed to realign our understanding of why members chose to attend Safety Conference.
I initiated and led a cross-functional team for ASSP’s first ever user research excerise with representatives from Marketing, Membership, Communications, Sales, and Standards. Through multiple brainstorm sessions, we dissected attendee data from interal CRM, examined social media interaction and behaviors, reviewed past event surveys, and analyzed website traffic via Google Analytics to generate four empathy maps which I then turned into full user personas before presenting them to the entire company.
Website Simplification
Animate GIFs for Social Media
I have been fortunate to continue collaborating with the ASSP team as a freelancer after leaving my postion in May 2021.
Each year for conference, the Communication team prepares six reaction GIFs to engage with event attendees and members at home. Since the theme of Safety Conference continues to reflect the annual event’s various locations; I was fortunate to pay homage to my hometown, Chicago, in 2022. The theme for 2023 focused on the San Antonio Riverwalk icons and landmarks.
