Overland Expo
The Challenge: With five Overland Expo events across the U.S., the brand needed a design system that allowed each show to have its own identity while maintaining a cohesive Overland Expo look and feel. The goal was to differentiate each event by its unique location and audience while reinforcing the strength of the overall brand.
The Approach: Developed a flexible branding system that retained core Overland Expo elements—logo, typography, distinctive patches and brand ethos—while introducing region-specific color palettes, textures, and iconography for each event.
Created a distinct visual identity for each show, incorporating local landscapes, culture, and adventure elements to reflect the unique experience of each location.
Standardized templates for marketing materials, signage, and digital content to ensure consistency across all events while allowing for customization.
Strengthened brand storytelling by tailoring messaging and creative assets to resonate with each regional audience while maintaining a unified Overland Expo voice.
The Result: Successfully differentiated each event while maintaining strong brand cohesion.
Enhanced audience connection by making each show feel tailored yet unmistakably Overland Expo.
Provided a scalable design system that can evolve with the brand’s growth.
Increased brand recognition and engagement, reinforcing Overland Expo’s position as the premier adventure travel event series.
This strategic approach ensured that each Overland Expo event stands on its own while remaining part of a powerful, unified brand—delivering an immersive and unforgettable experience for attendees nationwide.
