“Advertising Week in New York City” was the first event to celebrate the economic impact and incredible creativity of the advertising industry. Created by the American Association of Advertising Agencies, The AAAA's event needed a unique and memorable way to brand itself. Something that would appeal to advertising professionals as well as the general public. An identity that would capture the creative impact of advertising. One that would literally “sell” advertising itself. To this end, agencies and designers across the city were asked to work on the project.

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Though this case study is from some time ago, it is still a favorite of mine; the idea–to employ some of the advertising industry’s most instantly recognizable product icons as literal spokespeople for the event – was not only selected over all other concepts, it went well beyond simply a logo. My team and I created a living, evolving brand identity whose unifying element – the exclamation “Advertising Week - New York City!”– brought the various advertising characters into the world of the event.