Project: Hershey 2022 Template
Deliverable Format: PowerPoint
Client: Hershey
Situation
Hershey collaborated with CBX, a New York City-based agency, to revamp its visual identity system (VIS), embracing a vibrant color palette, retro-inspired fonts, and a strong consumer focus. While the refreshed VIS successfully energized the brand, the challenge arose when Hershey needed to apply this visual identity to internal town hall presentations and external events. The design had to reflect the brand’s vibrancy while being functional and professional for corporate settings.
TASK
My objective was to translate Hershey’s new visual identity into an engaging and professional format for high-stakes internal and external presentations. This included the pivotal CAGNY 2020 presentation to investors and analysts. The goal was to elevate the visual appeal of the slides through animations, enhanced assets, and dynamic layouts while maintaining clarity and brand alignment for complex data and messaging.
ACTION
I worked closely with Hershey’s Director of Corporate Communications and their SVP or Finance to align with executive expectations, conducting regular check-ins to ensure the designs met both internal and external needs. Partnering with CBX and other vendors, I sourced assets that adhered to the new VIS guidelines, maintaining consistency across all visuals. I presented multiple design options, ranging from minimalist layouts for data-heavy slides to bold, full-bleed visuals for storytelling moments. To enhance engagement, I integrated product silhouettes as dynamic focal points on cover and agenda slides, introduced subtle animations that energized the presentation without detracting from key messages, and leveraged the vibrant color palette to design flat, full-bleed backgrounds that highlighted charts, icons, and product imagery. Additionally, I streamlined data visualizations to ensure clarity and impact, balancing aesthetic appeal with the need to convey critical investor metrics effectively.
RESULT
The refreshed PowerPoint template was praised internally and within the creative community, marking a standout moment for the public debut of Hershey’s new visual identity system. The updated presentation style brought a fresh, professional energy to the CAGNY 2020 event. Executive stakeholders highlighted its role in delivering a compelling narrative, while analysts noted its clarity and impact. Following the presentation, Hershey experienced a boost in stock price, underscoring the strategic value of aligning visuals with brand storytelling.
