Through a collaborative and iterative process as well as event planning meetings, Canary developed an in-depth understanding of the committee’s vision. After establishing the event identity, we applied the brand to conference collateral such as tote bags, water bottles and notebooks. A booklet was designed to function as the attendee nametag and expanded to include an agenda, speaker bios, and foldout map of the local Phoenix area. The brand materials designed by Canary have been utilized for additional conferences across the country by the national AIA.