The American Advertising Federation (AAF) protects and promotes the well-being of advertising. The organisation is a nationally coordinated grassroots network of advertisers, agencies, media companies, local advertising clubs, and college chapters.To promote the 2009 AAF Conference in Washington, D.C., we developed the “Make It New” theme, which was a call to action to innovate and create and to challenge our industry to deliver the next new big idea.

An ever-changing identity system was designed to brand the event. The “Make It New” concept was voiced through promotional posters created by top industry creatives. A playful, engaging website introduced the conference theme and events.

Artists, writers, designers and photographers from all over the country lent their time and talents to produce dozens of original posters for “Make It New.”Select posters were hung on-site in a conference gallery, at the event space, in an online gallery, and in the D.C. area.The posters themselves were ideas – expressions of creative thought.And they challenged the hundreds of attendees and thousand of online visitors to remember what led them to advertising to begin with: the power of creativity.