Sales In The City Chicago

Event Experience Creative Direction, Design & On-Site Execution

Project Overview

Client: The Boutique Academy
Industry: E-commerce Education / Events
Project Type: Event Creative Direction & Experience Design
Deliverables: Event Naming, Branding, Logo Design, Color Palette, Sales Page Design, Workbooks, Signage, Table Tents, Photo Ops, Swag & Swag Bag Design, Name Tags, On-Site Setup & Execution

Sales in the City Chicago was a live e-commerce conference created to educate online business owners on increasing sales, creating converting content, and generating more profit year after year. The event was hosted by Jance Chartae of The Boutique Academy and designed to be both educational and unforgettable.

The Challenge

When Jance hired me, the event already had an event planner—but creatively, it lacked identity. The conference was generically named “The Boutique Academy Conference,” which didn’t reflect the full scope of who Jance served or the impact she wanted to make.

The event felt cookie-cutter and visually underwhelming for a brand built on helping entrepreneurs stand out and scale. Jance wanted something more elevated, immersive, and memorable—an experience that attendees would talk about long after leaving the room.

The Goal

The goal was to transform the event into:

A fully branded, immersive experience
A conference that felt exciting, modern, and intentional
A space that inspired confidence, connection, and action
An event attendees would remember—and want to return to

Most importantly, the event needed to support real business results, not just look good.

The Strategy

The creative strategy began with renaming the event. I developed the name Sales in the City to better reflect Jance’s mission of helping all e-commerce business owners—beyond boutiques—learn how to sell smarter and scale sustainably. The name later became trademarked.

From there, I built a complete event identity centered on energy, optimism, and momentum. Every visual and touchpoint was designed to feel intentional, from the stage to the smallest printed detail.

The strategy included:

Creating a cohesive visual system across every attendee touchpoint
Designing branded moments that encouraged engagement and photos
Using color, typography, and copy to elevate the experience
Supporting the event’s sales goals through strategic layout and flow

The Solution

I led the creative direction, design, and execution for the entire event experience, including:

Event name creation and branding
Custom logo design and color palette
Sales page and workbook design
Stage backdrop and photo-op design
Table tents, signage, and name tags
Swag bags and curated swag item selection
Creative copy for signage and event materials

In addition to design, I handled print coordination, shipping logistics, and traveled on-site to receive, set up, troubleshoot, and break down all creative assets—ensuring everything aligned with the original vision and executed flawlessly.

The Result

Sales in the City Chicago delivered both impact and results. The immersive experience energized attendees, elevated the Boutique Academy brand, and created an environment primed for connection and conversion.

During the event, Jance was able to live sell attendees into her program—resulting in nearly $90,000 in additional revenue generated on the spot. The event left a lasting impression on attendees and positioned Sales in the City as a must-attend experience.

Designer’s Note

This project is a perfect example of how design, strategy, and execution work together to create real results. From naming the event to being on-site ensuring every detail aligned, this was about crafting an experience—not just visuals. Sales in the City proves that when branding is done intentionally, it can directly impact revenue, connection, and long-term brand equity.