The Approach 2026: Art Direction
Partnering with PullSpark to architect the core editorial collateral and production assets for Chick-fil-A’s premier talent conference.
00
Problem
The Approach 2026 was a high-production, immersive experience led by the team at PullSpark. With 94 people on the ground and six simultaneous streaming stages, the mission was to empower over 1,000 Chick-fil-A Operators and Talent Directors to "future-proof" their businesses. The challenge was to take a massive volume of dense talent strategy and industry research and translate it into a cohesive, high-fidelity tactile experience that felt both premium and practically applicable in a fast-paced conference environment.
Solution
The Physical Source of Truth. I was brought in by PullSpark to integrate with their production team as a Senior Art Director, specifically tasked with leading the visual execution and editorial architecture of the event's cornerstone tactile resource: The Content Guide. My goal was to use the existing brand and event toolkit (provided by PullSpark via Chick-fil-A’s internal team) as a "floor, not a ceiling"—maintaining strict brand integrity while establishing a unique, elevated visual identity for the guide that complemented the broader event ecosystem.
The Execution
Orchestrating the Touchpoints. Over a four-month engagement, I managed the design buildout and technical preparation for the following key event pillars:
01. The Content Guide: Editorial Architecture
I managed the Art Direction and production build for the full 46-page layout of the wire-o bound Content Guide. Beyond standard design, I established a rigorous typographic hierarchy to make complex strategy and SHRM 2026 HR Trends research scannable and actionable. I developed a clean, modern aesthetic that utilized location-specific details and lighthearted illustrations—such as the cow on a parachute and stylized cityscape —staying true to Chick-fil-A’s brand positioning while framing the serious work of future-proofing a business.
02. Interactive Digital Integration
I designed a custom system of branded, trackable QR codes integrated throughout the guide. These served as intentional touchpoints, seamlessly transitioning the user from the physical page to live digital deep-dives and resources on the Leadwell platform.
03. Environmental, Spatial & Production Support
I led the art direction for key physical activations within the Talent Hub and provided the "last mile" design support for a 1,000+ asset deployment.
TeamStyle 4.0: Executing the production files for meter boards and displays for weather-based wear testing, including "Cold Weather" and "Hot Weather" environments.
Remarkable Futures Hero Moment: Designing the spatial timeline that visualized the program's history, from its 1955 "mayonnaise jar" origins to the 2026 impact milestones.
Production Sprints: Finalizing the live broadcast Lower Thirds (L3s) and Bugs, as well as logistical assets like the master Print Schedules and Mini Moo Question Cards to ensure consistency across the six simultaneous stages.
Year
2026
Timeframe
120 days
Client
PullSpark / Chick-fil-A
Category
Art Direction, Experiential
01
02
03
04
05
06
see also
