100th Anniversary Celebration

Brand storytelling at scale. Honoring legacy while reinforcing innovation.

The Challenge

MacLean-Fogg reached a rare milestone in 2025: 100 years of family ownership and manufacturing excellence. The challenge was to honor the company's legacy while reinforcing its continued innovation — engaging employees, customers, and external audiences in a way that felt meaningful, modern, and authentic.

My Contributions

I served as the primary creative lead, partnering closely with executive leadership, the MacLean family, and an external event-planning vendor. I owned all visual design and creative direction for the anniversary — spanning event assets, digital campaigns, print materials, and year-long storytelling initatives. I also led internal and external communications for the anniversary video series.

The Approach

The anniversary was designed as more than a single event — it became a year-long brand moment.

Key initiatives included:

A custom 100th anniversary logo and visual system
A formal anniversary gala for family, friends, and key business partners of the MacLean family
A year-long video series highlighting stories from current and past employees, shared via internal communications, email campaigns, social media, and the website
A commemorative 100th anniversary cookbook featuring employee and MacLean family recipes, reinforcing the company's family-first culture
Limited edition anniversary apparel and merchandise

Every element was intentionally designed to connect history, people, and progress. Celebrating the past while reinforcing the brand's future.

The Outcome

The response from employees and external audiences was overwhelmingly positive. Employees felt personally connected to the company's history and proud to be a part of its legacy, while customers and partners gained deeper understanding of the organization behind the brand.