NASAA Assembly 2024

The NASAA Assembly 2024 visual identity highlights Boricua culture and its influence on the arts.

The NASAA Assembly is an annual event that brings together state and jurisdictional arts agencies from across the U.S. to share knowledge, strengthen the arts community, and address industry challenges. In 2024, the conference was held in San Juan, Puerto Rico, presenting an opportunity to develop a visual identity that reflected both the essence of the event and the island’s rich culture. Each year, NASAA collaborates with local designers to create the program cover and promotional materials. For this edition, the focus was on highlighting Boricua identity through a design that blends tradition and modernity.

Inspired by the iconic DIVEDCO posters—an important milestone in Puerto Rico’s graphic design history—we selected a sans serif typeface with engraving-like details, giving it an artisanal yet contemporary feel. Additionally, we designed three traditional Puerto Rican tiles (azulejos), representing key elements of the island: mountains, beaches, and Old San Juan’s architecture. These elements allow for dynamic compositions, adding versatility to the event’s visual identity. Color plays a fundamental role, drawing from the vibrant energy of San Juan and its culture. The typographic design highlights the word “Assembly,” reinforcing the theme of connection and collaboration in the arts world. A design created to connect NASAA with Puerto Rico—celebrating our history, creativity, and the power of art as a bridge between communities.