Raising Cane's - brand and identity for their Leadership convention
At Raising Cane’s, I collaborated with the internal marketing team to develop the creative direction and brand identity system for the company’s 2016 leadership convention, a milestone event uniting regional and store leadership nationwide.
Recognizing the alignment between the company’s 20th anniversary and its vision toward 2020, I developed a “20/20 Vision” concept centered on clarity, momentum, and future growth. I translated the idea into a scalable visual storytelling system spanning environmental graphics, presentation materials, signage, and internal communications.
The identity featured a custom optical-inspired “VISION” mark and supporting graphics derived from eye charts and visual testing systems, transforming conference messaging into a cohesive branded experience across multiple touchpoints.
I also established typography and visual hierarchy standards that aligned with Raising Cane’s existing brand equity while giving the event a distinct visual identity. The project’s success came from transforming a highly conceptual idea into a clear, engaging narrative that resonated immediately with stakeholders and functioned effectively across both strategic and experiential applications.
