Chapter Leadership Retreat 2022: “Own Your Story”

The Chapter Leadership Retreat of 2022 was a milestone event for Chapter Aesthetic Studio, bringing together over 100 leaders and top performers from across the company for a two-day experience in Chicago. This inaugural retreat celebrated the individuals driving the brand’s success and served as a platform for empowerment, recognition, and inspiration.

As the creative lead, I was tasked with developing the event’s identity and creating a visual framework and activations that would not only reflect the prestige of the occasion but also establish a scalable foundation for future annual events. The goal was to make the retreat memorable, inspiring, and shareable, while aligning with Chapter Aesthetic Studio’s brand ethos.

Background

Creating a Meaningful Concept: The event needed an identity that celebrated the achievements of the attendees while encouraging them to take ownership of their roles and contributions to the brand.

Establishing a Legacy: As the first of many planned annual leadership retreats, it was crucial to design an identity that resonated deeply and could set the standard for future iterations.
Instagram-Worthy Experiences: In an age of social sharing, the retreat needed to include activations that were visually striking and engaging, amplifying the brand’s visibility and celebrating its leadership team.

Challenge

PROCESS

I developed the central theme, “Own Your Story – Leadership Retreat,” to align with the purpose of the event: empowering leaders to embrace their unique contributions to the brand. The concept conveyed ownership, individuality, and celebration.

Tagline Meaning: “This is your time to shine and your time to be celebrated.”
Visual Narrative: The phrase “Own Your Story” evoked a sense of personal empowerment, tying leadership qualities to self-expression and individual journeys within the Chapter brand.

1. Concept Development: “Own Your Story”

The event’s identity combined modern, celebratory visuals with Chapter Aesthetic Studio’s clean and approachable brand ethos:

Logo and Graphics: The “Own Your Story” logo featured sleek typography paired with dynamic visual elements, symbolizing personal growth and leadership.
Color Palette: A sophisticated blend of metallic gold, deep navy, and soft neutrals reflected the celebratory yet professional tone of the event.
Typography: Bold sans-serif type paired with elegant serif accents created a balance between modernity and timelessness.

2. Event Identity

To make the retreat both memorable and shareable, I art-directed experiential elements:

Immersive Activations: Photo walls, branded stages, and creative table setups designed for attendees to snap and share moments across social media.
Custom Materials: Personalized event kits, including notebooks, pens, and lanyards, were designed to reinforce the theme and brand identity.
Presentation Templates: Cohesive, on-brand slide decks were created to unify the presentations given throughout the retreat.