The LeadingAge Annual Meeting is a marquee event for aging services professionals and offers the opportunity to engage in conversations that drive progress and uncover ideas to help organizations better prepare for the future.

The challenge was to create a style that presented the 2021 conference as a positive and uplifting event, and avoid any misconceptions about the aging demographic. The resulting design execution was based on the theme “Forward,” and used bright vibrant colors and stylistic photo treatments to give the campaign a cheerful and upbeat emotional appeal, with graphics depicting the idea of increasing knowledge, making lasting connections, and moving the industry forward.