Signal’s annual convention gathers franchise owners and corporate staff for three days of strategy, recognition, and connection. I was given the reins to reimagine the experience — not just the look of the event, but how the brand itself could be felt.

The business importance of this work was immense. Franchisees spend long days and overnights building their local markets for the dream of success. They follow rulebooks, send royalties that cut into their hard-earned revenue, and mostly operate far from the company’s center.

For many, this convention is the one time each year they reconnect with people who truly understand what they’re going through. The event isn't just about knowledge transfer; they need to feel it — to sense the best of the brand pumping through their blood — so they leave inspired, reignited, and ready to lead their teams and grind for another year.

My task was to build a cohesive, multi-sensory expression of Signal, while at the same time keeping materials fresh and relevant with every new year.

I created the thematic concepts, art directed the visual identity, wrote all the CEO's mainstage content annually (5 hours, 400+ slides each year), designed the materials, and directed every production detail. Stage environments, wayfinding, signage, programs, awards, and motion graphics all aligned under a single creative direction. Every decision — from palette and typography to lighting and language — reinforced a sense of optimism and unity.

Some years, I even led training and breakout sessions, leaning on my teaching background. Thankfully, public speaking comes naturally to me. I always enjoy working with a classroom full of learners.

Each year, I evolved the creative vision: refining the systems, deepening the storytelling, and making the experience more immersive and emotionally resonant.

All of this was in addition to my regular responsibilities leading brand and marketing.

After I parted ways with Signal in 2022, the company filled my role with several people and an outside agency — a reflection of the scope and impact of the work represented here.