American Israel Public Affairs Committee (AIPAC)
Great Branding, Flawless Execution
Designing Conference Branding for AIPAC’s Flagship Event
The American Israel Public Affairs Committee (AIPAC) is a lobbying organization whose 100,000+ members make it one of the most influential lobbying groups in the country.
Each year, AIPAC’s signature event is a three-day conference that attracts tens of thousands of pro-Israel activists, two-thirds of Congress and many of the world’s thought leaders and dignitaries from the U.S. and the Middle East, including heads of state. The experience is an emotional and intellectual blockbuster that inspires, educates and equips attendees to connect with and maintain relationships with their elected officials.
For a recent conference, AIPAC tasked Beth Singer Design with creating conference branding and corresponding materials to interpret and dramatically amplify the event’s theme — Better Together— by focusing on the areas of mutual interests including security, innovation, defense, democracy, etc. We applied the brand consistently throughout the conference’s many venues, including on electronic and printed signage, banners, program, badges, giveaways, multimedia and other print communications.
The conference’s more than 200 unique signs not only ensured that attendees could navigate their way around the vast indoor environment, but also helped to convey the event’s energy and key messages. We produced 23 templates ranging in size from 2 to 22 feet and coordinated with a huge variety of AIPAC’s vendors within the Convention Center.
Our immersive branded environment contributed significantly to the overall conference experience for attendees, helped generate the desired positive news coverage and inspired attendees to take action. Specifically, more than 6,000 of the events’ attendees met in person with lawmakers during a special time set aside on the final day of the conference. As a result of our branding design and execution, we not only made attendees’ conference experience unforgettable; we also maximized the event’s impact on policy.
“I come to Beth Singer Design because I know they know how to solve complex communications problems in the most elegant and unique ways.”
— Brian Sarran, Former Production & Regional Affairs Director, AIPAC Communications
They asked us to…
Create a fully branded, seamless visual experience for attendees
Design digital and print branded assets for pre-and-post media and marketing opportunities
Create effective way-finding signage for a massive venue
What happened was…
During and immediately after the conference, contributions increased 30% over last year
80% of participants registered and paid for next year’s event
Planned giving commitments (bequests) grew 300% over the previous year
6,000 delegates met with 530 congressional offices
More than 400 credentialed reporters filed stories carried by all network and cable news outlets in the U.S., on countless local news programs, and
European, Arab and Asian TV networks
Strategy & creative direction
Event branding for media & print platforms
Oversight of signage production & installation