My team was tasked with coming up with the 2018 creative concept for Chartered Professional Accountants Canada’s premiere annual conference for accounting professionals, The ONE. The theme for the conference that year was Sustainability Through Adaptability, and we needed to come up with a creative concept that would not only work on a national level, but that could be adapted to reflect key industries for accounting professionals in each of the 10 Canadian provinces.

The final concept featured "“then/now” imagery that showed how different industries have adapted over the decades or centuries to continue to be sustainable in the face of different changes and challenges.

Each of the 11 creative concepts (1 national and 10 provincial) was then adapted for use in print, social media, and web display advertising campaigns in English and French, which were executed by CPA’s in-house marketing team. The national creative was also used to create a wide variety of assets for use during the conference itself, including signage, presentation templates, name badges and tickets.

I led content strategy and managed the production process on this project, working closely with the design team. I also helped with content development, sourcing and copywriting.

Our main challenge was to come up with 11 different concepts portraying the very different industries that were associated with each province while at the same time maintaining a cohesive look and feel across the campaign.

After work on The ONE assets was complete, CPA invited us to work with them on content and creative for other, regional, conferences that year, as well as for other career and professional development initiatives.