LEADERSHIP ON THE LAKE
Creative Direction • Event Identity • Experiential Design
CLIENT: PET PARTNERS; MARS PETCARE
Background
Leadership on the Lake brought together Pet Partners executives, managers, veterinarians and partners from across the country for summer summit focused on connection, celebration, and professional development.
For the first intentionally branded summit, I developed the event concept and identity from the ground up, working within the setting of a historic lakeside hotel in Cooperstown, New York.
Creative Direction
Inspired by upstate New York summers and the hotel's history as an early-1900s girls' boarding academy, I created an elevated summer camp aesthetic with vintage collegiate influences.
The identity extended across invitations, environmental graphics, wayfinding, signage and printed materials, creating a cohesive experience from arrival through the final celebration.
the Experience
Beyond the visual identity, I helped shape the on-site experience across the hotel's 135 rooms and event spaces including planning breakout rooms, coordinating wayfinding, selecting dinner menus, and working with vendors on a swag bag, florals, balloon installations and production.
The welcome event transformed the lakeside retreat into an entirely different experience: a circus-inspired dinner complete with its own visual direction, décor and experiences, giving attendees an unexpected moment of play and celebration while still feeling connected to the overall experience.
My Role
Event concept & naming • Visual identity • Art direction • Environmental graphics • Signage & wayfinding • Print collateral • Vendor coordination • Event styling • On-site production
Impact
Leadership on the Lake transformed an annual corporate meeting into a cohesive celebratory experience where employees felt recognized and teams could genuinely connect and learn together.
The event was enthusiastically received by attendees and MARS Petcare leadership, and I was personally recognized during the Summit Awards for my contributions to bringing the experience to life.
Work done at Pet Partners, MARS Petcare
Photos by Megan Miller