AIR Forum
AIR Forum, hosted by the Association for Institutional Research (AIR), is the world’s largest gathering of higher education professionals who build and support datainformed decision cultures. It’s the signature event of this professional membership association and a significant driver for individual and organizational membership. Each year, the event is hosted in a different city, presenting an opportunity to energize and personalize the event branding while maintaining consistency and integrity. Red Orange Studio was asked to create a cohesive and compelling visual identity for the annual conference — including pre-event promotion, onsite experience design, and post-event engagement tools. The result: a visually vibrant and highly attended conference that elevated the brand and experience from start to finish.
Event Marketing for Nonprofit Membership Associations and Higher Education Conferences
We began with a discovery phase to understand the theme, location, and goals for the upcoming Forum, along with the needs of AIR’s dual audiences: event attendees and sponsors. From there, our creative team developed a unique identity that tied in the host city’s character while remaining rooted in AIR’s brand standards. Our phased approach enabled us to design and deliver more than 30 assets — from digital promotions to inperson signage — all within a tight timeline and budget.
Conference Marketing Strategy That Engages Attendees
Red Orange crafted a flexible yet cohesive visual identity system for AIR Forum — including an event-specific logo, color palette, iconography, and style guide. We designed the Call for Proposals, sponsor prospectus, email campaigns, social media graphics, and a robust suite of on-site materials including wayfinding signage, stage graphics, recognition banners, and a welcome video. The full campaign aligned with AIR’s mission while generating excitement for a unique conference experience.
Elevated Attendance and Brand Awareness
With strategic design and clear messaging, we helped AIR Forum feel fresh and location specific — while staying true to its national nonprofit brand. Our team’s ability to manage scope, maintain brand consistency, and creatively problem-solve helped AIR increase event engagement and position Forum as a best-in-class conference in the field of institutional research for higher education.
Just wrapped up another incredible #AIRForum in Orlando! 🦩 A big thank you to the Association for Institutional Research staff and all our dedicated colleagues who made this year’s forum a success. Grateful for the insights, connections, and shared commitment to improving higher education through data and research. Already looking forward to next year in DC!
– Event Attendee