Waikoloa, HI
2025 HSAC Conference
As the Hawai‘i chapter of the National Association of Counties, HSAC is composed of the legislative bodies and mayors of Hawai‘i, Maui, O‘ahu, and Kaua‘i counties. One of the organization’s key purposes is to coordinate county programs, including the annual conference—an event that brings together government leaders from across the state.
Sector
Government
Consulted
2025
Reputation Analysis
HSAC coordinates legislative bodies and mayors across four counties, but its flagship event hadn't earned a reputation to match that scope — attendees experienced a fun gathering, not the premier statewide convening it was meant to be.
Positioning Shift
The identity needed to present a premier, professional presence for an audience of government leaders attending the 2025 conference — centered on the theme of resilience, reflecting the strength and unity inspired by the community's response to the Lahaina wildfires.
Solution
To elevate the perception and impact of the 2025 HSAC Annual Conference by presenting a unified, culturally rooted, professional image of Hawaiʻi's county leadership.
Design Thinking
The visual identity was built around the ʻaʻaliʻi plant, native to Hawaiʻi and known for thriving in harsh conditions — a natural fit for the resilience theme and the clean, minimalist aesthetic the client wanted. Early feedback flagged the first logo as too "rough," so the mark was refined with softer edges: more polished and balanced, without losing the ʻaʻaliʻi's natural character. From there, a flexible pattern system extended the identity across conference materials, built from clusters of ʻaʻaliʻi pods. The plant's growth stages — sprout, full bloom, completed lei — became a visual metaphor for growth and place-based innovation, while adaptable variations distinguished sponsorship levels throughout the event.
