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CGC

Through an invitation-only, ABM-led experience, we brought top architects closer to the spaces, decisions, and craftsmanship shaping Canada’s built environment. The result was more than an event. It became a foundation for deeper relationships and long-term engagement.

Background
CGC partnered with Jan Kelley to design an ABM-led experiential campaign for a select group of top-tier architects and design firms. The goal: create an unforgettable experience that deepened relationships and reinforced CGC’s reputation for design excellence.
Services
  • Campaign strategy and creative concept
  • Invitations and pre-event communications
  • Welcome kits and branded event materials
  • On-site experience design
Challenge
With less than two months to bring the event to life, CGC needed a partner who could deliver flawlessly under pressure. Every element, from tactile invitations to premium welcome kits, had to reflect the same level of craftsmanship and attention to detail that architects expect from the spaces they design.

Human Insight

“I don’t just want product samples and spec sheets. I want to see where design decisions actually come to life—and understand them up close.”

Designing an Experience That Speaks Their Language

We built an elevated experience that matched the sophistication of CGC’s audience. From hand-assembled invitations to thoughtfully branded welcome materials, every touchpoint reflected CGC’s attention to detail and design credibility. Beyond logistics, we established a creative framework and strategy that set the stage for future architect engagement campaigns—turning one event into the foundation for long-term relationship building.

Delivering Under Pressure

In just eight weeks, the campaign came together seamlessly. The event strengthened CGC’s connection with top architects, reinforced their position as an innovation leader, and demonstrated Jan Kelley’s ability to deliver high-impact, design-driven experiences – on time and on brand.

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