TAA CONFERENCE
context
The Texas Apartment Association (TAA) ONE Conference & Expo is a three-day gathering bringing together more than 5,000 multifamily owners, operators, and supplier partners for education, networking, and industry connection. Returning to Fort Worth in 2026, the conference expanded its experience design to create a more immersive and polished environment, reinforcing its position as a leading industry event while welcoming 385 exhibitors and thousands of attendees.
creative direction | conference branding | wayfinding activity programming | stage design | graphic design
the ask
TAA wanted to elevate the overall conference experience through stronger programming, more engaging environments, and more intentional integration of sponsors and exhibitors. The challenge was to scale the event across a large convention center while maintaining a cohesive visual identity and creating a variety of experiences that would appeal to both first-time and returning attendees. The experience also needed to extend beyond traditional conference programming to create more opportunities for connection, interaction, and community.
the solution
We delivered a fully integrated conference experience built around the year’s “Neon Cowboy” theme, leading strategy, branding, experiential production, and onsite execution across the Fort Worth Convention Center. I developed the unified conference branding and wayfinding, designed the stage environments, photo booth decor, coordinated the vendor stations, interactive lounges and sponsor activations. As part of the mission, we expanded TAA’s education programming, and new talk-show-style stage on the expo floor, alongside an upgraded General Session and Awards Presentation. We also extended the experience beyond the convention center with two off-site events. One, an afternoon of entertainment, eating, and a friendly pickleball competition. The other was an evening event featuring live music, food, and interactive vendors, creating a more dynamic experience from arrival through the final celebration.
