Western Arts Alliance is the oldest and largest convener of performing artists and presenters in the United States. That annual, international conference is where WAA sets the stage to forge personal connections and illuminate shifting perceptions of the business of art. | Facilitated outreach with leadership, artists and presenters provided the raw material for a brand platform and identity expressing the profound connections among peers as well as the spark of life that ignites any great live performance. | WAA’s monthly newsletter in print was replaced by an online edition that provides ready content for the site. The digital newsletter is integrated with their existing CRM tool. This in turn streamlined all of WAA’s member communications. We have designed all conference collateral, communications and signage for the nine years since launch of the new brand.