Christopher Abarca

2023 / Branding / Apparel / Event

Rotary Hawaii Big West

A Dreams of Progress event campaign for Rotary's Big West districts, built across signage, apparel, and a storytelling gift system.

Two models seated in Big West apparel against a purple studio background.
Role

Creative direction and graphic design

Client

Rotary International / Rotary Hawaii

Medium

Apparel, Event graphics, Identity system, Printed collateral

Location

Hawaii

Big West printed folder, letter, and supporting collateral arranged on a desk.
01 Printed collateral introduced the sub-identity and its meanings.
Vertical gold gear-like Rotary symbol study on a dark background.
02 Rotary's existing visual equity informed the mark structure.
Purple and green patterned boomerang held against a cloudy sky.
03 Boomerang symbolism shaped the idea of return, strength, and progress.

Dreams of Progress

The mark turned Rotary principles into a symbolic campaign for an international event.

The campaign focused on individual service, unity, guidance, and prosperity while using Rotary color, gear-inspired structure, and dotted visual language to connect apparel, signage, and gift storytelling.

Person wearing Big West apparel beside a vehicle with the Big West symbol.
Service apparel made the mark visible beyond the conference setting.

Brief

Rotary International was holding a conference in Australia, and I worked with the Western districts, the Big West, to create a small campaign for the event.

Concept

The campaign included signage, apparel, and a small storytelling gift. The mark was inspired by the Rotary gear, Rotary’s service principles, and Indigenous Australian visual culture tied to the conference setting.

I focused on four principles: individual service, unity, guidance, and prosperity. The style of the signage, storytelling, and mark also used dotted visual language as a reference point for the campaign’s connection to Australia.

System

The system connected shirts, event signage, vehicle graphics, printed collateral, and a gift presentation into one campaign language. Rotary purple, green accent color, gear-like forms, and circular composition helped the mark stay connected to the organization while still feeling specific to the Big West event.

Outcome

The campaign was called Dreams of Progress, and it gave the Big West group a strong, recognizable presence at an international event.

Image archive

10 selected visual moments

Big West printed folder, letter, and supporting collateral arranged on a desk.
01 Printed collateral introduced the sub-identity and its meanings.
Vertical gold gear-like Rotary symbol study on a dark background.
02 Rotary's existing visual equity informed the mark structure.
Purple and green patterned boomerang held against a cloudy sky.
03 Boomerang symbolism shaped the idea of return, strength, and progress.
Person wearing Big West apparel beside a vehicle with the Big West symbol.
04 Service apparel made the mark visible beyond the conference setting.
Four purple and green Big West symbol variations on a warm background.
05 The symbol system combined unity, direction, and gathering-place forms.
Dreams of Progress inspiration board with Rotary and Australian references.
06 The presentation connected Rotary's principles to the conference setting and the campaign's visual references.
Dreams of Progress mark explanation showing four symbolic elements.
07 The mark was organized around individual service, unity, guidance, and prosperity.
Big West black apparel options from the event presentation.
08 Apparel studies tested how the mark and campaign colors behaved at event scale.
Big West white long-sleeve shirt options.
09 Light garments gave the purple and green system a clean, high-contrast application.
Big West navy long-sleeve shirt options.
10 Navy variations brought the campaign closer to Rotary's established visual world.

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