STORE is Canada’s largest retail conference and one of Retail Council of Canada’s flagship annual events. Over eight years, I led the creative development and production of the conference brand across multiple campaigns, evolving the visual identity each year and translating it into a comprehensive suite of print, digital, web and event materials.
Led the design and production of STORE’s integrated event campaigns, developing creative across social media, digital advertising, direct mail, print advertising and web. I also produced the extensive on-site event materials, including signage, stage graphics, programs, badges, environmental graphics and supporting conference collateral.
In the field of graphic design, Edgar has all the bases covered. On the creative side he learns and understands the needs and then delivers design that is fresh and well conceived.
— Jodi White, Manager, Membership Services. RCC
Each year, I developed a distinct visual direction for STORE while maintaining continuity with the conference brand. Working closely with RCC’s marketing and events teams, I translated each annual concept across dozens of touchpoints, creating a cohesive attendee experience from pre-event marketing and digital communications through to the physical conference environment.
The STORE identity evolved annually to keep the conference fresh and relevant while maintaining strong brand recognition. Shown here are selected campaign applications from previous editions, demonstrating how each visual concept was extended across digital, print, promotional and event materials.
The annual STORE identity extended far beyond promotional materials. Each campaign was translated into the physical event environment through large-format graphics, signage, conference programs, attendee materials and supporting collateral—creating a consistent brand experience from marketing through to the event itself.
Carefully Crafted Designs
Design, Production & Brand Execution
And Counting.
