GF&S Mid-Year Summit 2022

Challenge

The Finance Change Management & Operations Team undertook the organization of a significant 3-day event, namely the GF&S Mid-Year Summit, designed to bring together our senior management and above (Sr. Manager+) team. This summit featured a meticulously curated program, encompassing off-site activities, and interactive workshops. The highlight of the event was a Keynote Guest Speaker addressing the entire GF&S team. With employees returning to the office post-pandemic, the summit served as a platform for celebration, collaboration, learning, and personal and professional growth.

In my capacity as the design lead for this project, I assumed responsibility for crafting various elements that contributed to the event’s overall identity. This included the creation of an event logo, branding, colour palette, wayfinding solutions, invitations, announcement banners, posters, and more. My role was instrumental in ensuring a cohesive and visually appealing representation of the summit, enhancing the overall experience for attendees.

The Mid-Year Summit included:

1) Next Gen Workshop – Our global emerging leaders (mgrs-dirs) came together to participate in a 2-hour activity that allowed groups to analyze key results and insights from our 2022 Engagement Survey, ideate on solutions and action items, and present their ideas to senior leadership. The result was a meaningful conversation between participants across all global functions under GF&S and immediate feedback and collaboration with the VP+ team.

This was the catalyst for the GF&S Action Plan, a series of 10 action items implemented in 2022-2023 to respond to focus areas defined by the GF&S Engagement Survey.

2) Leadership Off-sites – Three team-building events were planned for our leaders (mgr+) to come together informally through three engaging activities: Axe throwing, bowling, and cooking. All three were successful ways for members to network, build team relationships, and connect especially after a long time away from each other through the pandemic.

3) Keynote Speaker Dr. Ivan Joseph – This keynote was open to all members of the GF&S team. Dr. Joseph, a TEDx speaker, presented ideas around common values and a shared sense of purpose, creating team cohesion and achieving new levels of performance. The keynote brought an estimated 200+ employees back together, being the first Finance & Strategy in-person event since the pandemic.

Strategy

I aimed for the branding to diverge completely from our company’s standard corporate colours, which leaned towards muted neutrals. My vision for the summit was to convey vibrancy, energy, and excitement for the upcoming 3-day event. My team briefed me on the diverse range of events scheduled each day, spanning headshots, off-site activities, and workshops. This information allowed me to strategically employ colour to distinguish and identify each activity through announcements, posters, and banners.

Employing the mountain peak as a distinctive geometric motif, I incorporated its contours into the background of my designs to create a captivating texture. This deliberate choice not only added a layer of visual intrigue but also introduced dynamic elements that seamlessly interacted within the video, elevating the overall aesthetic appeal and creating a more engaging and immersive experience.

Recognizing the need for attendees to have a clear understanding of their schedules, locations, and travel times between activities, I devised a practical solution in the form of a physical itinerary termed a “passport” for each attendee. Simultaneously, we leveraged digital tools by sending calendar invites to ensure that participants could seamlessly integrate their schedules. Our goal was to provide comprehensive coverage, leaving no room for ambiguity, and to empower attendees with a thorough understanding of the summit agenda and logistics over the three days.

Solution

After creating the initial logo mock-up, I presented it to my team, receiving minimal feedback that needed only minor adjustments. With their approval, I seamlessly translated the design across all digital and print materials, ensuring cohesive and visually compelling branding for the summit.

To maintain control and oversight of the entire design process, I developed a comprehensive list outlining all design requirements and corresponding deadlines, given the tight 2-3 day turnaround time for printing. This systematic approach helped me stay accountable and enabled me to track approvals from team members, including due dates for each designed material, ensuring a smooth and timely execution of the project.

As an immersive entry point to the Keynote speaker event, I meticulously crafted an expansive banner featuring the iconic skylines of Toronto and London, UK, which is where our company headquarters are located. Positioned strategically, this visual spectacle served as a thought-provoking canvas for attendees to contemplate the profound lessons and insights garnered during the challenging years of the pandemic. It encouraged introspection on personal growth, key takeaways, and prospective implementations for the future. This artful piece was designed not only for reflection but also to inspire forward-thinking. The impactful scene unfolds in the video at precisely 2:17, capturing the essence of this introspective journey.

Results

Overall, the Summit branding brought the event together, which resulted in a vibrant and cohesive visual identity that successfully diverged from our company’s traditional corporate colours. The overarching vision for the event, characterized by vibrancy, energy, and anticipation, was effectively translated into a dynamic and engaging brand presence.

The carefully curated colour palette, distinct logo, and overall branding elements are seamlessly integrated across various materials, including announcements, posters, and banners. This unified visual language not only conveyed the essence of the event but also strategically differentiated and identified each scheduled activity, from headshots to off-site activities and workshops.

A tangible representation of the meticulous planning was the creation of individual “passports” for attendees, serving as physical itineraries. Concurrently, digital calendar invites were distributed, ensuring attendees had a comprehensive understanding of the schedule, locations, and allocated travel times between activities. The result was not just a visual identity but a well-coordinated and thoughtfully executed branding strategy that enhanced the overall experience, leaving a lasting impression on participants and aligning seamlessly with the event’s goals and objectives.