Every year, the SONIC Corporation brings together franchise owners from across the country for the brand's annual conference—a large-scale experience designed to celebrate the business, inspire operators, and build excitement for the year ahead. With a new theme introduced each year, the creative challenge was to develop an identity that felt fresh and energetic while remaining unmistakably SONIC.

As lead Art Director for that year’s conference, I created the conference's visual identity—SONIC UP!—and led its implementation across stage graphics, show packages, environmental design, and supporting collateral. The system was designed to flex across a wide range of applications, balancing bold, entertainment-driven moments with a cohesive brand experience.

The result was an immersive event identity that unified every touchpoint throughout the conference while giving each presentation and live experience room to feel distinct. The creative system scaled across 100+ deliverables, supporting hundreds of attendees (both in-person and digitally) over multiple days.