Challenge
“Ideas That Travel” was a hit with attendees in 2025 at ESTO in Phoenix, so we wanted to keep the concept for one more year rather than fully rebrand ahead of the 2027 refresh. Make it feel new, elevated, and unmistakably Philadelphia (instead of Phoenix) while bringing America 250 into the mix, without going full-on patriotic.
Approach
I refreshed the existing ESTO identity with deep blues, a bold coral accent, and Philadelphia-inspired imagery. Instead of the traditional red, white, and blue treatment, I let blue lead and used coral sparingly as an unexpected nod to the American flag. The result was an American inspired theme without being predictable, and polished without losing the energy of the celebration. I carried the refreshed look across the event's environmental, digital, presentation, and marketing materials.
Result
A fresh take on ESTO that felt celebratory, sophisticated, and rooted in place, while keeping the “Ideas That Travel” identity attendees already loved and recognized.