The American Kitefliers Association needed an identity for its 2024 National Convention in Seaside, Oregon. The mark had to recognize the Association’s 60-year milestone, identify the 45th National Convention, and establish a strong connection to its coastal location.
The Problem
The identity needed to communicate the organization, event, year, location, and anniversary without becoming crowded. It also had to remain readable across printed materials, apparel, signage, and a detailed embroidered patch.
The Idea
I drew inspiration from the visual language of Pacific Northwest craft-beverage labels: bold typography, layered borders, warm colors, and an emblem-like composition. Haystack Rock anchors the scene, while the setting sun, reflected water, and a single kite establish the location and purpose without unnecessary detail.
The Development
The design evolved over approximately a month through paper sketches and digital refinements. Early directions included a bottle-cap concept, but that connection felt too dependent on drinking culture. The final approach retained the craftsmanship and regional personality of a vintage label while remaining welcoming to the entire kite community.
Outcome
The selected identity remained intact across merchandise and event applications. Its hierarchy, contrast, and restrained imagery translated especially well to an approximately four-inch embroidered patch. The result was strong enough that the patch manufacturer requested permission to feature the finished work on its own website.
