CASE STUDY
Kruger Products > National Business Meeting
CLIENT
Kruger Products
DELIVERABLES
Event Brand System
eBlast & Web Graphics
PowerPoint Templates
Presentation Graphics
Print Signage
SERVICES
Art Direction
Brand Design
Print Design
Digital Design
YEAR
2026
After my concept was selected by the Client, I was presented the opportunity of branding the 2026 National Business Meeting for Canada’s #1 bathroom tissue manufacturer, Kruger Products.
/01 CHALLENGE
Branding an event that represents everything the company has built thus far.
The Client, Kruger Products, is the leading manufacturer of quality tissue products across North America. Seeking an identity system for their 4-day celebratory event, the Client requested a holistic representation of the stellar industry impact the team has had.
The event took place in Miami, with the main presentation held at the esteemed venue, The Temple House. The space is a 360° blank canvas with light projectors that cover every inch of the room, all controlled by the cutting-edge software, Touch Designer.
/02 CONCEPT
Summarizing a company’s legacy in a singular theme idea.
The bilingual event theme Built To Win, or Conçu pour gagner in French, represents the blueprint to Kruger Products’ success. The role of the branding aims to honour their journey over the company’s many years in service.
The blueprint, or rather greenprint, design tells the story of the meticulous planning, workflow improvements, and years of hard work the dedicated team has put into making Kruger Products the outstanding company that it is today.
/03 ART DIRECTION
Building a multi-media design system that spans 360°.
The design utilizes Kruger's signature colour as the basis of the main greenprint background. Intricate graph lines, sketched shapes, and gradients are meticulously layered to create the finalized effect.
The greenprint background was also optimized as a layering system that dynamically changed colours depending on the content placed on top. This was a key element to the design, ensuring the space accurately fit the exact mood each presenter wanted to convey.
Temple House – Projection Layout
A series of hand drawn sketches were illustrated to represent Kruger’s main product line and smooth workflow process that got them to where they are today.
A custom sketch font was also designed to emphasize the “Built” aspect of the wordmark. The font was used across all event assets in connection to the theme logo.
/04 AN INSIDE LOOK
Adding “extra” to the ordinary topic of corporate presentations.
In order to amp up the event’s corporate proceedings and keep the audience engaged, a series of unique animated presentation graphics were created for each member of the leadership team based on what would have been their static PowerPoint content.
/05 SETTING SAIL
An unforgettable celebration of success, from beginning to end.
As a final sendoff, the event concluded with an internal awards ceremony held on a Seafair Megayacht. This evening required its own form of dazzling branding including a separate bilingual wordmark for the phrase “A Night with the Stars”.
Overall, the Built To Win graphics supported the attendees throughout their entire trip, boosted company morale and facilitated growth for the team's prosperous future.
CREDITS
Meet the Project Team
©2021 Rebecca Andrade. All Rights Reserved.
