CHALLENGE

Beef University is JBS Food’s annual platform for sharing industry insights and showcasing innovation. Each year, the brand is reimagined to reflect the conference’s location and unique experience.

SOLUTION

For the Fort Collins event, I drew inspiration from the iconic Horsetooth Mountain to ground the visuals in local identity. The design system was centered around the mountain’s silhouette and guided everything from signage and PowerPoint templates to detailed scheduling booklets. When unexpected venue changes altered traffic flow, I adapted the design to improve way finding and attendee experience.