Aligning Event Signage with an All-New Brand 

Anime Expo (AX), organised by The Society for Promotion of Japanese Animation (SPJA), is the largest celebration of Japanese pop culture in North America. In 2018, SPJA adopted a new brand identity to better express its story and messaging, particularly at its annual convention in Los Angeles. With the event’s explosive growth and the complexity of the Los Angeles Convention Center, SPJA needed a cohesive wayfinding and signage system to make the venue more welcoming and navigable for guests.

Refreshed Wayfinding and an Improved Guest Experience 

 Storyland Studios was tasked with refreshing AX’s wayfinding, area IDs, directional signage, and guest maps. We collaborated closely with SPJA to develop a graphic language that enhanced guest experience and ensured consistency throughout the convention. The new system eliminated confusion and uncertainty, guiding attendees seamlessly through the vast convention space. 

1. Area IDs and Directional Signage: We identified that mismatched signage contributed to guest confusion and addressed this by creating a unified graphic language. This new system drew guests in, helping them navigate the convention center efficiently. 

1. Maps: Our team walked the site with the AX team to gather insights, translating them into highly useful and visually appealing guest maps. Our exploded map style made all levels and areas of the convention center easy to understand and navigate. 

1. Event Branding: We developed unique graphic theming and design elements for the various sub-events, parties, and shows within AX, maintaining a consistent theme that tied back to the overall conference theme. This approach allowed each sub-event to have its own identity while still aligning with the main event. 

Clear Expo Navigation for Japanese Pop Culture Enthusiasts  

The new wayfinding and signage system transformed the Anime Expo experience, making it more accessible and enjoyable for the thousands of attendees who flock to the event each year. The cohesive design elements and clear navigation tools enhanced the overall guest journey, aligning with SPJA’s rebranding efforts and reinforcing AX’s reputation as a premier celebration of Japanese pop culture.