Event Branding

Customer Development Annual (CDA)

What 

The Customer Development Annual is a strategic gathering where Hallmark’s sales leaders and field teams connect to align on goals, share insights, and grow together.

Strategy

For the meeting in Fort Myers, the event team needed a fresh design system for this year’s event that worked seamlessly across print, digital, environmental displays, and attendee gifts, while remaining anchored to the CDA wordmark. I was inspired by beach landscapes juxtaposed with bold pops of color. The bold colors emphasized the energy and boldness leadership was hoping to bring to the meeting to re-energize employees. To keep costs low, I was able to strategically design signage and other materials in an elevated way but still within the constraints of the internal print center.

My Role

Lead Designer & Art Direction — concept and system development, strategic solutions, collaborative business partner, asset creation, website/mobile/email build, print and digital design, print production, sourcing and prototyping gifts.