Background
VC Pitch Day was an annual event held at BDO locations across Canada that brought together startup companies and investors. 2025 was the 10th anniversary of the event, so along with the regular concept development, I worked on some versions of the logo that celebrated the 10 years.
Client: BDO Canada LLP
Year: 2025
Services: Branding, Campaign concept, social/paid campaign, video animation, event graphics, web design, email design
My role: Lead campaign designer
Note: I've featured pieces from the 2024 and 2025 versions of the event below. While I established the 2025 campaign concept, I instead oversaw the development of the 2025 campaign as a manager with my direct report.
The project
2025 event branding
With 2025 being the 10th anniversary, and likely the last iteration of the event, it made sense to make some small updates to the brand to highlight this accomplishment. Because we didn't want to veer too far from the original plan, I presented a few options.
Challenge: The solution needed to work in both French and English and on a variety of outputs, including smaller paid and social media executions. I took this piece to a team brainstorm meeting to help flush out some ideas. Together we were able to test a few options so refine my initial options. This was helpful to receive feedback from a variety of people ensuring we had different viewpoints on how the final would resonate with the audience.
Solution: I refined 2 concepts that did a good of highlighting the 10th anniversary while keeping the overall branding quite similar. I also worked with the content team to come up with ideas of how the 10th anniversary could also be written into the content. Finally, I developed a new background pattern using the arrow and the "10" that could be inserted into a variety of outputs.
2024 Campaign concept
In 2024, the overall branding was not going to change. We had already built strong awareness for the event and didn't want to change too much to confuse the audience. I still laid out the overall campaign plan in advance, including an extensive image bank to ensure we were on the same page and could quickly iterate pieces as the time went on.
Social and paid campaign
Below are some social posts and paid media created for the event promotion in 2024. Since the BDO branding at the time heavily featured angles, I found ways to incorporate both the standard branding as well as the distinct features of the VC pitch day branding.
Email design
Because we really wanted this email campaign to shine, we took a more designed approach. I incorporated elements I had created for the webpage, such as the new "10" pattern and made the emails more visual. We also worked on more creative content, such as a Q&A with a previous presenter, tips about what to expect on the day, and any other background information that would not only help to promote the event, but to help the audience prepare and understand what the event day would look like.
