2024 Visit California
Outlook Forum

vca landyard

The Challenge

Visit California hosts their largest event at prime destination locations each year. Our creative team’s goal was to develop a cohesive branding system inspired by the lively atmosphere of this year’s venue in Palm Springs.

Services Included

  • Identity Design

  • Wayfinding & Signage

  • Print Collateral

  • Motion Graphics


  • Visit California

A Snapshot

Visit California operates as the official marketing lead that drives international attention towards California as a must-visit destination. Outlook Forum, an annual event coordinated by Visit California, serves as an opportunity for attendees to network and hear from world-class speakers in the tourism industry. This year’s achievements in tourism and exploration were highlighted as the Ultimate Playground.

woman standing on VCA stage


Our team blended the visual themes that Visit California exemplifies—boldness and play—with the venue’s unique architecture and environment. This fusion allowed for vivid iconography as well as fresh patterns and textures to emulate both the surrounding space and California’s playful nature.

Play Time

We took advantage of the sunny exterior and numerous outdoor activities to paint a variety of materials in the Ultimate Playground’s colorful personality and vibrance. Every little detail—from the window clings, directional markers, and nametags to the poolside umbrellas, pickleball paddles, and presentation graphics—was cohesively customized to provide attendees with the best possible experience.

a man holding a pickleball paddle
VCA branded umbrella

Venue Harmony

Our team connected with Visit California’s representatives months in advance to tour the actual event space in person! This allowed us to collaborate on different ways to utilize the venue’s unique features as key elements in the design and keep the attendees well directed amongst the plethora of presentations and activities.

The Surfboard

Visit California’s Poppy Awards—a prestigious biennial ceremony that recognizes the creative achievements in tourism marketing—features a surfboard as a notable aspect of its commemoration and has done so for many years. This year’s surfboard design was meant to represent California’s vast geographical diversity and the stories told by all who visit.

VCA surfboard

The Outcome

We constructed a harmonious display of captivating shapes and textures, combined with an oceanside color palette—reminiscent of the southern California coastline—to enhance the backdrop of the event’s all-day entertainment and networking opportunities.

orange quotation mark

 It’s always a pleasure working with Page Design, this year was no exception. This conference was a huge hit and a memorable experience for all that participated. Each year Page Design keeps wowing us, can’t wait to see what next year brings.