YP Marketing Solutions (now DexYP) is a leading local marketing solutions provider in the U.S. dedicated to helping local businesses and communities grow. YP’s flagship consumer brands include the popular YP app and YP.com. YP solutions include online presence, local search, display advertising and direct marketing. YP solutions and services are backed by thousands of media consultants and customer service professionals in local markets across the U.S. with relationships spanning more than half a million advertisers.

As Art Director for the Creative Services department at YP, I was tasked with developing a visual branding system for an ongoing series of VIP events hosted by our National marketing team. This visual system extended to a wide variety of branded assets for multiple events; things like banners, posters, invitations, name badges, napkins, thank you notes, and take-home swag like aprons and tote bags.

I developed a style that incorporates bold type and simple silhouettes to suggest the kinds of experiences the guests could look forward to having at the events. These themed events are typically participatory, and often include celebrity guests like Padma Lakshmi, who partnered with us for a hands-on culinary event that allowed our VIP guests to learn from a celebrity chef in person. Another event, held in Northern California, focused on regional wine tasting, allowing YP to capitalize on their messaging on the theme of local businesses.