GROWTH SUMMIT

CASE STUDY

As the creative director and lead designer for the PROfit Growth Summit: Chicago, I had the unique opportunity to shape the visual identity of a major event from the ground up. My role encompassed developing all graphic elements, including branding, promotional materials, signage, digital assets, and merchandise. The goal was to create a cohesive and engaging experience that would resonate with attendees, highlight the convention's theme, and elevate its overall aesthetic. Through strategic design choices and a clear vision, I brought the convention's narrative to life, ensuring that every element worked in harmony to create a memorable and immersive environment.

This case study explores the design process, challenges, and creative solutions that contributed to the event's success and helped us reach our goal of doubling the event investment.

EVENT OVERVIEW:

CREATIVE DIRECTOR
Conan Breitmeier

DESIGN

Conan Breitmeier

VIDEOGRAPHY

Nick Gaiski

EVENT COORDINATOR

Amanda Dake

COMPANY

PROfit

EVENT REBRAND

Over the past five years, the Growth Summit has lacked a cohesive and recognizable brand identity. My first objective was to address this by creating a comprehensive brand guide that would provide consistency and professionalism to the event’s presentation year after year. The process began with designing a distinct logo that would embody the essence of the summit and serve as the foundation for the entire branding strategy.

GS: CHICAGO BRANDING

For this event, I drew inspiration from Chicago's rich heritage to capture the essence of the city's iconic feel. The branding reflects the city's bold, timeless character, which was woven through all event assets and advertising materials. From signage, print and digital promotions, every element carries a consistent yet distinctive design, bringing a unique and immersive experience to life.

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PRESENTATIONS

A key component of the event's success was the development of high-quality presentations. With 11 speakers in total, I designed a cohesive template and master slide for consistency across all presentations. Additionally, I created four comprehensive keynote presentations, each consisting of over 150 custom slides tailored to the speakers’ unique messages. These presentations not only reinforced the speakers' key points but also helped enhance their confidence and engage the audience effectively.

I . MASTER SLIDES

To ensure a cohesive experience across the 6 to 7 daily presentations from various speakers, I developed a unified structure by designing consistent title and speaker slides. These slides were placed before and after each presentation to create seamless transitions, maintaining audience engagement and reinforcing the flow between speakers.

II . BEST GYMS

Each of the following presentations is the result of a thoughtful and collaborative process. Below are the key steps I follow to ensure each one is uniquely tailored to its speaker and content:

Initial Consultation: I meet with the speaker to understand their style preferences and the tone they want to convey.
Content Submission: The speaker provides a document containing the core information for each slide.
Design Development: I create a customized template and visual concept, followed by a review meeting to gather feedback.
Presentation Build: Upon approval of the design, I construct the full presentation, incorporating all content.
Final Review: We conduct a final walkthrough to address any adjustments or refinements.
Ready for Delivery: The presentation is polished and prepared for delivery.

III . MILLION DOLLAR

In every presentation, I ensure the visual elements align seamlessly with the speaker's key messages. The slides are designed to be clear, engaging, and free from distractions, enhancing the audience's focus on the content being conveyed.

IV . NEEDLE MOVERS

For this presentation, interactivity was a central focus. I developed customized worksheets, specialized timers, and slides that seamlessly guided the presenter through each exercise. The presentation visually illustrated the required participant actions, ensuring clarity and engagement. Additionally, it was integrated with an app and a voting system, further enhancing the interactive experience. This approach resulted in a highly successful presentation, recognized as a standout highlight of the entire event.

V . THIS IS THE WAY

This presentation encapsulated the core mission of the event: transforming attendees into clients by demonstrating how our program could elevate the success of their gyms. With over 170 meticulously crafted slides, we effectively communicated our value proposition, resulting in a doubling of our intake on the first day Compared to the last year and achieving a twofold return on our overall investment for the event.

Also, incorporating a Star Wars-themed slideshow added a creative element that made the design process extra awesome for me to work on!

CATALOG

I led the design of a 20-page event catalog, collaborating closely with the print house to ensure accurate setup and formatting for seamless print production. The design process involved structuring event information and presenting it in a user-friendly format to enhance readability and navigation. The catalog provided valuable support to attendees, adding a professional touch and elevating their overall experience.

More Projects and Successful Deliverables

This project was the culmination of 6+ months of dedicated effort. Working within a small, collaborative team, I led the design sourcing and coordinated with various companies and teams to ensure the timely delivery of all project milestones.

Below are several examples of the projects I designed, sourced, and managed, overseeing every detail to guarantee a successful event launch.

GS: CHICAGO WRAP UP

This event was the result of a tremendous team effort, and I had the privilege of collaborating with an outstanding group of professionals. Despite encountering some challenges with outsourced sound services, we were able to quickly adapt and resolve the issue efficiently.

Executing an event of this scale is no small feat, even with a larger team, yet our core group of five successfully delivered. The results speak for themselves, as reflected in the event's ROI. We’re already in motion for next year’s event.