The Elite Advisor Conference is a yearly event held by Canada Protection Plan for the top advisors. It is an opportunity for networking, business sessions, and some fun in the sun at a tropical location. In 2023, the event was held in Cancun, Mexico.
For the visual theme/logo, we used Fino Sans Bold for the main type and Benguiat Pro ITC Condensed for the secondary type. I wanted fonts that were elegant and worked well with the Art Deco look of the visual theme we were going with. For the brochure and printed collateral copy, we used Whitney and Whitney Condensed, which align with the Canada Protection Plan's branding and is used on all their print collateral.
Every year, we would try to come up with a distinct visual theme to keep things fun. This also allows the marketing team to play outside of the established CPP and Foresters brand guides just a bit. The visual aesthetic we landed on for 2023 was Art deco. I took inspiration from American Art Deco from the 1920's and 1930's, specifically from around New York and the Empire State Building. In addition to Art Deco, I was also inspired by features from around the Yucatan Peninsula, where Cancun is located, and included elements such as the Mayan temples, palm trees and leaves, and water to symbolize the Gulf of Mexico which surrounds it. Regarding colours, I wanted to play with rich greens and golds, to play into the theme of luxury and sophistication.
Two variations of the visual theme were created. The full version, and a simplified version.
