Behind The Design: 2025 ASAE Summit Awards
Behind The Design: 2025 ASAE Summit Awards
For one of Washington, DC’s most prestigious evenings, the LAI Live team set out to design a visual identity worthy of the spotlight. The 2025 ASAE Summit Awards, held at the National Building Museum, called for a look that would match the elegance of the evening and the prestige of its honorees. As a full-service production partner, LAI Live brought strategy and creativity together from the very first concept sketches—merging scenic design, branding, and thematic storytelling to reflect the values of leadership, achievement, and celebration at the heart of the association community.
Designing Elegance for an Elevated Experience
The creative development of the 2025 ASAE Summit Awards visuals began with a focus on sophistication, prestige, and celebration. As one of the premier events in Washington, DC recognizing leadership and innovation in the association community, the annual Summit Awards demand a visual identity that reflect the evening’s significance. The creative team at LAI Live drew inspiration from the grandeur of the event venue at the National Building Museum—balancing formality with modernity—to create three distinct potential creative direction concepts that capture the spirit of excellence throughout the evening.
Translating Themes into Visual Language
Each of the three initial concepts were crafted around themes of “ascent” and “achievement.” The first concept emphasized contemporary luxury, featuring structured midcentury modern gold linework against a deep emerald field to evoke growth and progress. The second concept blended timeless elegance with texture—pairing navy tones and intricate brocade-like patterns inspired by craftsmanship and tradition. The third concept embraced bold minimalism, using radiant, golden palm motifs that suggest upward movement and celebration.
Crafting a Signature Look for a Memorable Night
The client team selected the muted navy and golden palm concept, which was adapted in scenic staging elements to bring the event creative to life even further. Through this creative, the team sought to design not just graphics, but an atmosphere—one that honors the achievements of the Summit Award recipients while creating a sense of anticipation and celebration for attendees. The interplay of gold and deep hues creates a feeling of exclusivity, while the clean, confident typography conveyed professionalism and pride.
Creating a Scenic Statement that Reaches New Heights
To bring the selected visual concept to life in a way that felt as grand as the venue itself, LAI Live transformed the golden palm motif into a striking three-dimensional stage design. Inspired by the museum’s soaring Corinthian columns and vaulted architecture, the scenic build extended upward, creating a sense of growth and excellence. Layers of soft gold accents and rich navy textures were integrated into oversized scenic panels, drawing the eye skyward and filling the space with a cohesive, immersive aesthetic. The result was more than a stage—it was a sculptural statement that celebrated achievement and elevated the tone of the entire evening.
Together, the scenic and graphic design captured the Summit Awards’ mission: to recognize the highest standards of leadership, innovation, and impact within the association community, culminating in an unforgettable evening of recognition and inspiration.
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