The FHCP CEO & Executive Leadership Conference is an annual event that brings together senior leaders from Canada’s food, health, and consumer products industry.

The brand represents leadership, collaboration, and forward-thinking, creating a space for executives to connect, share insights, and shape the future of the industry.

I was tasked with creating a visual representation of the event’s brand identity. This included producing event promotions such as social media chiclets, email blasts, web banners, and other digital assets to ensure a consistent and professional look across all platforms.

For the logo, I wanted to visually represent the values of leadership, collaboration, and connection. After hundreds of sketches (not an exaggeration), many left behind concepts), countless iterations and last-minute changes, I arrived at a design that truly embodies collaboration and leadership

The design uses flowing circular shapes to symbolize people coming together, with each dot representing a head and the curves forming bodies. Together, they create a continuous loop that reflects unity, movement, and the idea of leadership being an ongoing, collective process.