Co-op LeadFest
The Challenge
Co-op LeadFest is an internal learning festival designed to develop leadership capabilities aligned with Co-op’s core behaviours and strategic vision. To inspire a genuine shift in leadership style across teams, the initiative needed to break away from standard corporate training. The challenge was to create a vibrant, high-energy "festival vibe" identity that felt fun, engaging, and memorable, while still effectively driving meaningful professional growth.
The Strategic Solution
I led the end-to-end creative direction and execution for the Co-op LeadFest brand identity, crafting an immersive visual system across all physical and digital event materials:
Identity System & Creative Direction: Conceived and built the complete visual identity from scratch—establishing a bold, dynamic aesthetic driven by bright colour palettes, expressive typography, and festival-inspired illustrations.
Environmental & Event Collateral: Designed the full suite of event touchpoints, including wayfinding, interactive festival maps, stage/hub signage, and schedule guides to bring the physical space to life.
End-to-End Asset Creation: Directed and executed all pre-event and live event communications, ensuring complete design consistency and an engaging user experience across digital platforms and venue displays.
The Impact
By spearheading the complete brand creation, I transformed a corporate training programme into an immersive, high-energy festival experience. Due to its overwhelming success and participants' enthusiasm, LeadFest was officially established as an annual internal learning festival and expanded business-wide to include all managers across Co-op.
LeadFest 2019 re-design
With some strict changes to the brand guidelines surrounding the illustrations came a re-design of LeadFest. Having to remove the illustrations, it took a lot of the energy out of the look and feel. With this in mind, I created a lock-up for LeadFest, using bright colours to bring that energy back into it.
LeadFest 2020
When the pandemic hit and the lockdown came, we took LeadFest 2020 online. I created an interactive brochure for leaders and colleagues to download and view what was happening during the weeks of LeadFest.
