Challenge
IPW is a massive, highly competitive visual environment, bringing together thousands of travel buyers, media from around the world, along with U.S. exhibitors from every corner of the country. For 2026, the goal was to make attendees feel South Florida the moment they encountered the brand, without falling into predictable destination clichés, while keeping IPW instantly recognizable.
Approach
I built the identity around South Florida's color, energy, water and atmosphere. Bold typography, vibrant color, expressive waves and immersive photography came together to create a visual world that felt fresh, energetic and unmistakably Fort Lauderdale. I carried the design across the entire IPW experience, from environmental graphics and signage to badges, social, web, presentations and marketing materials. With Greater Fort Lauderdale taking the stage as IPW host city for the first time, the process required close collaboration and alignment across multiple perspectives to create a cohesive, world-class experience that brought both brands to life.
Result
A vibrant, destination-driven identity that transformed IPW 2026 into a South Florida experience, not just an event.