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Canada Life Elevate Symposium: Charlevoix

Credits
Project Description

Canada Life's Elevate Symposium is an advisor‑focused conference designed to keep attendees informed about current market conditions, industry trends and new product offerings. The goal of this project was to develop a cohesive visual identity that elevated the event experience while maintaining a professional tone. The design team aimed to align closely with the historic Fairmont Manoir Richelieu in Charlevoix, a 125‑year‑old French chateau–style hotel, ensuring readability, cohesion and historical relevance throughout.

The design process began early, allowing for in‑depth exploration and research into the hotel’s architecture, décor and heritage. Brainstorming in FigJam led to concept development using Canadiana themes, patterns inspired by hotel textiles, fleur‑de‑lis motifs and vintage‑treated photography. Visual analysis refined the direction, resulting in the use of architectural arches and antique botanical illustrations from the 1800s. The final solution was a unified design system applied across multiple materials such as motion graphics, name badges, tablecloths, app assets and registration visuals, successfully supporting the symposium’s goals while engaging its advisory audience.