The Midwest Clinic

Environmental Branding

This environmental branding project transformed decades of Midwest Clinic history into a large-scale visual storytelling system displayed throughout McCormick Place during the conference. After identifying an opportunity to expand the historical narrative of the installation, I initiated collaboration with archival resources at the University of Maryland to source historical logos and imagery that helped shape the visual timeline of the conference’s growth and legacy within music education.

Drawing from archival photography, historical milestones, and conference evolution over time, the banners were designed to celebrate Midwest’s legacy while creating a cohesive visual presence throughout the event environment.

Translating decades of music education history into a cohesive visual narrative.

Role

Creative Direction • Environmental Branding • Historical Storytelling • Layout Design • Typography Systems

The project balanced archival authenticity with contemporary consistency, translating decades of conference history into an accessible environmental narrative for today’s attendees.

Creative Approach

Deliverables

Large-Scale Hanging Banners
Historical Timeline Video

Defining the Project Ethos

To celebrate the Midwest Clinic's history, I explored several narrative frameworks for a chronological banner series. Each direction used the organization's archive differently, emphasizing a different aspect of its legacy before a final direction was selected.

Direction A:
The Legacy of Excellence

A timeline of The Midwest Clinic’s influence on the definition of excellence in instrumental music education across the decades.

CORE IDEA

VISUAL LANGUAGE

Legacy
Growth
Influence
Achievement
Excellence

KEYWORDS

Direction B:
The Heartbeat of Midwest

A people-first story celebrating the educators, clinicians, composers, performers, and students who have shaped The Midwest Clinic.

CORE IDEA

VISUAL LANGUAGE

People
Connection
Generations
Mentorship
Humanity

KEYWORDS

Direction C:
Beyond the Podium

SELECTED

Each decade reflects an expanding vision for music education: embracing young educators, collegiate and high school students, and all populations reached through music.

CORE IDEA

VISUAL LANGUAGE

Evolution
Community
Purpose
Progress
Mission

KEYWORDS

Selected Direction: Beyond the Podium

While all three directions celebrated Midwest's history, Beyond the Podium offered the most complete reflection of the organization's evolution. By combining archival imagery, logo development, and changing audience representation, the banner series tells a story not only of growth, but of expanding purpose. Each decade illustrates how Midwest has broadened its impact: from serving directors and highlighting new repertoire to supporting the full spectrum of music education.

Final Environmental Banners

The final banners bring this ethos to life in the heart of McCormick Place: honoring
The Midwest Clinic’s past while inspiring the future of music education.