IEC Convention & Expo (Fort Worth, TX)

Client Challenge:

How can we give local IEC chapters an authentic, down-home Texas experience?

The Independent Electrical Contractors Convention brings contractors together for educational sessions, networking, an interactive expo and invaluable business takeaways and peer connections.


The annual IEC National Convention and Expo requires branding specific to the event’s location, and this event took place in Forth Worth, TX. Since many of the IEC chapters are based in the state, it was especially important for this national convention to be authentically Texas.


Think Baseline wanted to provide a true Texas feel while avoiding the expected and over-done “western” design approaches. Using location-authentic imagery, electrical elements, bright colors and vintage textures (…and a Longhorn steer named Earl), the resulting Texas grit was the perfect design direction for this event. Clever copy spiked with cowboy cool gave the design even more punch. Even the paper choice (a stipple texture with a sandblasted feel) and the envelopes used (brown kraft paper) contributed to giving this branding a personality as big as Texas.


Event Logo Design

Event Brand Aesthetic Development

Magazine Ads (series)

Branded Convention App

Email Banner Graphic

Pull-Up Banner Display

Branded Expo Registration Forms

Branded Convention Registration Forms

Branded Social Media Graphics

Facebook Cover & Profile Graphic

Twitter Cover

Sale Sheet/Flyer Designs

Promotional Convention Flyer

Onsite Promotional Special Events Flyers (series)

Point of Purchase Display w/ Free Expo Pass component

Multi-Page Booklets, Brochures & Publications

Save the Date brochure mailer

Sponsor Acquisition Brochure

Pre-Convention Guide, Publication

Onsite Guide, Publication

Onsite Schedule At A Glance Brochure

Onsite Branded Signage

Branded Powerpoint design, for onsite events and presentations


“The association’s convention marketing all underwent a complete design and messaging overhaul. Throughout the process of the redesigns, Think Baseline were more than graphic designers, they were partners. In addition to their cutting-edge and eye-catching design services, they provided ideas to ensure optimal audience response.”

— Joseph G. Cephas, M.A., VP of Public Affairs, Independent Electrical Contractors, Inc.