Saputo Dairy National Sales Meeting: Spring 2014

Saputo Dairy’s mission to penetrate the highest levels of achievement requires an expertly trained and equipped team of agents who represent every level in the organization. To communicate this mission to the attendees of the national company sales meeting, the theme “Mission Unstoppable” was chosen.

Each division was treated as a different “agent” who were part of the brains behind the mission to make Saputo Dairy unordinary but what is a secret agent without a villain? Dr. Prosaic, who loves all things boring and unimaginative, was created to make the event more entertaining and give the mission a face to fight. Overall the look was minimal, sophisticated and intellectual.

Logo—created to feel actionary and secret agent movie poster title-esque. 

Presentation—slides were created so each presenter was consistent with the one before and were made to look like on-screen briefing documents.

Standees—Life-size cardboard standees were created to represent sales force, research and development (R&D), management, legal, etc. and showed each one equipped with different dairy products or accessories that would equip that division. They were moved around the convention area between sessions to create a fresh look and showcase a different division each session.

Collaboratory—break-out session materials were created for R&D. In the lab each team collaborated to create new frappe flavors for different target audiences based on research showing preferences for flavor, reason for ordering, time of day, etc. The materials were made to look like top secret briefing documents and were labeled with custom, hand-applied stamps for dramatic effect.

Art Direction: Mike Dockery
Design: Mikaela Buck