Every year the Alex Lee Corporation in Hickory, North Carolina, host an AGM that brings together hundreds of its associates from its 3 companies: Lowes Foods – the powerhouse grocery chain; MDI – one of the country’s largest food distributors, as well as the Corporate Office of Alex Lee, the parent company. And every year, Juice is invited to help theme, develop the creative, and help with the staging of the 2-day event.
For this year, the decision was to use the event to celebrate the huge success of the Lowes Stores rebranding project. Hence, all creative elements leveraged the new brand handwriting, including imagery and tone of voice.
Once the driving theme was approved, “Celebrate Success”, every aspect of the event carried the ‘branded’ message in one form or another.