Lahaina, HI
2026 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
2026
HSAC is the only statewide conference dedicated exclusively to county governance — the trusted forum where elected officials, government staff, and strategic partners from across Hawaiʻi collaborate, share knowledge, and build relationships between counties that otherwise operate independently. The conference is respected within government circles, but its visual identity and brand presence haven't kept pace with that standing. In a landscape where conferences compete for attendees' time, travel, and sponsorship, a stronger, more cohesive brand is what reinforces HSAC's credibility, grows participation, and strengthens donor confidence.
The objective wasn't to reposition HSAC as a different organization, but to elevate how the conference is perceived. That positioning also sets the conference apart from comparable civic events: instead of conventional corporate or tourism-inspired visuals, it embraces Hawaiʻi's history, place, and indigenous knowledge for an identity that's culturally grounded and strategically differentiated.
A comprehensive brand strategy and visual identity system was developed to support the conference's elevated positioning across every attendee touchpoint. Beyond a cohesive event identity, the work established foundational brand messaging, audience positioning, voice, and creative direction — consistent across print, digital, environmental, and presentation materials.
The design process began by rejecting the visual conventions of government conferences. The creative direction is rooted in Lahaina's history: (1) the moʻolelo of Kakaʻalaneo, (2) the ʻulu groves, and (3) the ʻauwai system as a framework for intentional leadership, planning, and stewardship. Every visual element supports that narrative. Custom typography references nineteenth-century Hawaiian newspapers, acknowledging Lahaina's legacy as capital of the Kingdom of Hawaiʻi and its literary history, while setting the conference apart from the neutral sans-serif systems common across the public sector. The color palette departs from the bright greens typical of comparable conferences, drawing instead from Lahaina's sacred waters, ʻulu groves, and landscape for a visual language that feels authoritative, culturally grounded, and immediately recognizable. Patterns inspired by ʻohe kāpala and traditional water management systems reinforce structure, collaboration, and intentional growth.
