AMERICAN HERITAGE® Chocolate
Looking back to move forward.
Chocolate…but make it retro.
That was the ask in front of me once I was approached to take charge of the aesthetic for the 2023 Heritage Chocolate Society conference in Richmond, VA. The Heritage Chocolate Society, also known as HCS, is a branch of AMERICAN HERITAGE Chocolate, where members can geek out about the fine details and spellbinding history of one of the world’s most treasured desserts.
Thus, I sought to incorporate this 1970’s-inspired theme into every last branding element for the meeting. This included promotional materials for the weeks leading up to the big day, signage at the site, PowerPoint decks, and even smaller details like the name tags attendees wore and the “memory cards” they wrote their favorite moments on.
Ultimately, the goal was to use throwback imagery to communicate HCS’s larger goal of educating the world about chocolate and transforming how people view the delicacy going forward. However, the goal was doing all of this while staying connected to the established AMERICAN HERITAGE brand. Having the opportunity to spearhead this effort for my agency was an amazing opportunity, and taught me volumes about parlaying an abstract concept into a successful campaign.
Email composites used to promote the conference
Email invite to the conference
Welcome sign into the conference
Name tags for attendees of the conference
Left: Ethel M handout for an interactive chocolate experience
Top Right: Memory card for attenders of the conference to share their favorite moments of the event
Bottom Right: Modified Heritage Chocolate Society logo used throughout promotion of and elements within the conference
Photos of my graphic contributions to the conference in action.
NOTE: These photos are not mine—they are property of AMERICAN HERITAGE. They are merely used to showcase how they utilized my graphic contributions to the conference.
I would also like to thank and properly credit members of my creative team who I worked to make this campaign happen:
Lea Brandy, Creative Director
Ed Marshall, Sr. Designer
Gabie Kinderknecht, Sr. Designer
Madeline Cedillo, Jr. Designer
Martha Vaughn, Account Manager