Client, Year

Society for Experiential Graphic Design (SEGD), 2023

Services

Wayfinding
Branded Environments
Brand Applications
Award Design

Photography

2023 SEGD Conference

Celebrating 50 years of experiential design

In August 2023, the Society for Experiential Graphic Design held its 50th anniversary conference in Washington, D.C. Ashton had the honor of designing printed materials, signage, and custom awards for the milestone event, described as “the most significant historical gathering of SEGD members, fellows, creators, and students.”

The conference’s focus was “Framing the Past to Envision Our Future.” Ashton created a collateral kit of parts to serve as a tangible interpretation of the cerebral theme. The enclosure unfolded from the center to represent time and space expanding in multiple directions. Interior pieces made the most of SEGD’s spectrum color palette and 50th anniversary logo, designed by Pentagram.

An accordion-fold, two-color timeline delivered a dose of nostalgia while covering 50 years of environmental and experiential design history.

An inserted poster also unfurled to reveal the conference’s theme. On the back, a list of award winners spanning SEGD’s history functions as the designer’s equivalent of a champion’s nameplate being added to an iconic trophy.

When you’re asked to create wayfinding signage for an environmental design conference, the pressure is on. We let SEDG’s gradient pop in strategic places to attract the eye, then used every designer’s favorite color combo—black and white—to clearly communicate to attendees where they need to go and what they need to know.

We also had the esteemed honor of designing, and overseeing production of, this year's NEXPO award. The award, fabricated by Gelberg Signs, is given to the recipients of six different categories, from Best New Product to Best Artisan Booth to Best Booth.

“I was inspired by Pierre L’Enfant’s vision and design of Washington, D.C., as commissioned by George Washington himself. L’Enfant used sacred geometry to lay out the city. I adapted his pattern and proportions into a graphic, which we laser etched onto four brass plates.

But wait! Hidden inside the award is a secret map of D.C., depicting the award’s concept and pinpointing the location of the conference hotel. The hotel’s geographic coordinates are also cryptically engraved on the outer brass.”

Alexey Ikonomou, 2023 SEDG Conference Co-Chair (and Ashton Design Co-Owner)

Stay in Touch

PO Box 50337, Balt., MD 21211

©2024 Ashton Design

Stay in Touch