Every year, the American Alliance of Museums (AAM) hosts its Annual Meeting & MuseumExpo—a global, three-day conference focused on social and community impact that brings together approximately 4,000 museum professionals. In collaboration with Brevity & Wit, SPGR served as lead designer for multiple years, developing each conference’s visual identity and extending it across digital and physical experiences, including websites, social media, advertising, signage, print collateral, and large-scale environmental graphics.
Each year’s brand is rooted in a distinct concept shaped by the host city and conference theme. For AAM 2023 in Denver, we used gradients and organic lines to reflect social and community impact; in 2024 in Baltimore, we incorporated photography of local museum staff; and for 2025 in Los Angeles, we explored AI-generated ampersands to play on the theme of trust. The 2026 conference in Philadelphia is currently in development.
The process blends strategy and execution—from kickoff and research through concept development and production. We present multiple creative directions, refine a selected concept into a flexible system, and build out a full suite of assets for AAM to use across platforms. The work has not only carried through year after year, but has also been embraced by attendees and partner organizations, who frequently share and adapt the visuals across their own channels—extending the reach and impact of each conference identity.
