Recent Work
CASE STUDY
Needs Convenience Operators Conference
Client: Sobeys Inc. / Needs Convenience
Role: Concept and Creative Direction
Scope: Full event identity, environmental design, and presentation graphics for Needs’ 2025 Operators Conference
The Challenge
Needs Convenience, owned by Sobeys, with 140+ stores across the Atlantic provinces, needed its annual Operators Conference to feel like more than a standard corporate meeting. The goal was to turn a routine franchise event into something that genuinely motivated independent operators, unified regional branding, and gave this event some real energy.
The Approach
I built the concept from the ground up, working from Needs’ existing brand book and the graphic language already used across their marketing. Most conferences skew corporate and forgettable. I pushed the opposite direction: fun, colourful, and full of energy, carried through every touchpoint from signage to the invitation, to the on-stage presentation.
The key move was making it personal. Rather than a generic corporate showcase, we spotlighted a handful of actual operators throughout the materials. Seeing themselves in the story created real pride and enthusiasm making the conference feel relatable instead of top-down.
What was Delivered
- Way-finding and stage signage
- Conference invitation and name badges
- PowerPoint presentation used live at the event
- Custom graphic icon set for conference themes and conference video
The Result
Hundreds of operators from across Atlantic Canada came away with visible pride in their stores, their communities, and their brand, along with a clear sense of how their marketing could stand out. The conference was a success on both sides of the table: corporate leadership and the operators themselves.
