Casey's definitely brought the heat with this one. Right of the bat, Challenge upon challenge began to layer up like a yummy caseys meat lovers pizza. The original point of contact forgot one crucial thing, this event wasn't for her - it was for a company. So from the beginning the team was lead astray with a personal goal rather than company goals. When our friendly CEO found out about this, our point of contact was no more and we had one month to restart from scratch and develop a campaign and stay on track with the rest of production timelines. When we regrouped, we knew the new theme of the event which were the fire pits for the pizza and an overall more artisanal aesthetic. With a custom, crafty, looking flame and bold in your face slab typeface; I was able to deliver an identity mark that had a quick first round of approval. We then decided it would be fun to make the logo with pizza ingredients from a Caseys store resulting in an incredible hero image that cannot be recreated elsewhere.
One of the main highlights before entering the main general session room was the big flames engulfing the main entrance. These make-shift entrances were made of vinyl and corrugated cardboard all seamlessly engineered to free stand and stay put. Incorporating lights to anything is a chance I will take anytime! We then move in to the stage which was a full team collaboration between designers, the AV production team, and the people actually engineering it. None-the-less after months of ideation the stage and entrances seamlessly flowed together like members of the same family.
