Cannabis business summit™
& Expo 2021
& Expo 2021
From social media to show floor—an integrated design system for a high-impact cannabis industry event at San Francisco’s Moscone Center.
LMI+D had worked with the National Cannabis Industry Association (NCIA) since 2014 when the organization returned to San Francisco’s Moscone Center for the 2021 Cannabis Business Summit™ & Expo. Working on a compressed schedule, the studio designed coordinated graphics for event promotion and the onsite environment.
Building on NCIA’s established brand guidelines, LMI+D carried its color palette and visual identity across digital signage, registration graphics, an illuminated engagement counter, membership materials, and social media assets. The work connected large architectural displays with smaller print and digital applications while maintaining a consistent organizational identity.
Services Provided
Event Branding | Digital Signage | Environmental Graphics | Registration Graphics | Branded Counter Graphics | Membership Brochure Design | Social Media Graphics | Banner Design
Event Branding | Digital Signage | Environmental Graphics | Registration Graphics | Branded Counter Graphics | Membership Brochure Design | Social Media Graphics | Banner Design
"Linda has been a fantastic creative designer to work with over the last few years working on not only my organization's major trade shows designs, ranging from the digital promo assets to the on-site program and agenda, to high-level policy papers and reports intended for government officials and lawmakers. She is so attentive to detail, takes the time to see the big picture of the campaigns before diving into the details. NCIA has very specific branding guidelines, and Linda was great at keeping our designs fresh and clean and creative while sticking to our requirements. I'd highly recommend working with her for professional, creative design needs."
- Bethany Moore, Former Director of Communications, National Cannabis Industry Association
NCIA Engagement Center
LMI+D designed coordinated graphics for NCIA’s 10 × 20-foot engagement space, including the overhead circular sign, illuminated counter, branded backdrop, and monitor display. The identity connected the different elements of the space, giving attendees a recognizable place to meet the NCIA team and learn about membership.
Large-Scale Digital Signage
LMI+D adapted NCIA’s established identity to the Moscone Center’s wraparound LED displays. Bold color, oversized typography, and layouts tailored to the screens’ proportions carried the event branding across the architectural setting.
Sponsor Recognition
A large digital display above the escalators brought sponsor recognition into the conference environment. LMI+D organized the sponsor logos within NCIA’s visual system, maintaining a consistent presentation across the venue’s screens.
Registration Area
Digital signage above registration introduced NCIA’s Seedling, Blooming, and Evergreen membership levels and directed attendees to the engagement center. Coordinated graphics connected this arrival point with NCIA’s presence on the show floor.
Lobby Welcome Banner
A large hanging banner welcomed attendees to the Cannabis Business Summit & Expo. The vertical layout carried the event identity into the multilevel lobby, extending its presence beyond the digital displays.
Social Media Graphics
LMI+D designed coordinated speaker announcements, registration promotions, and exhibitor spotlights for NCIA’s social channels. Consistent color, typography, and layouts connected the promotional graphics with the onsite event identity.
Advocacy Signage
Freestanding banners brought NCIA’s advocacy message onto the show floor. Oversized typography, photography, and the organization’s green and orange palette connected its policy mission with its event presence.
The Outcome
LMI+D delivered a coordinated visual presence for NCIA’s 2021 Cannabis Business Summit & Expo, connecting event promotion, registration, digital signage, and the engagement center. The work brought an established identity into a complex convention environment, supporting both event communications and conversations about membership.
The project continued a design partnership that began in 2014, reflecting years of experience translating NCIA’s brand across its conferences, publications, and member communications.
Let’s Design Your Next Standout Event
LMI+D develops event identities and carries them across the communications, signage, and spaces that bring a conference together.
LMI+D develops event identities and carries them across the communications, signage, and spaces that bring a conference together.