Pineapple Financial set out to create a first-of-its-kind industry experience; an elevated, TEDx-style event designed to inspire, educate, and connect mortgage professionals from across Canada.
The goal was not just to host a conference, but to build a signature branded experience that would position Pineapple as a thought leader and disruptor in the mortgage space.

My Role

As Creative Director, I led the concept development and full creative execution of Pineapple Financials' inaugural Pineapple XChange event. A first-of-its-kind, educational & growth-focused industry experience designed to position Pineapple as a thought leader within the Canadian mortgage landscape. I originated the event name, developed the brand identity, and directed the campaign visuals for the digital promotion of the campaign and the physical event environment. Working with a team of designers, a copywriter, a social media manager, and a video editor, I oversaw the production of all campaign assets including email communications, social media templates, event landing pages, presentation design systems, motion graphics, and recap video content.

In addition to campaign development, I worked with AV vendors and production teams to shape the event's visual environment, designing the stage presentation system, LED screen visuals, motion bumpers, wayfinding signage, and environmental graphics. On event day, I oversaw the creative run-of-show to ensure every presentation, transition, and visual element delivered a cohesive brand experience.

The Challenge

Position a Rising Brand as an Industry Thought Leader

As a rapidly growing fintech brokerage, Pineapple was still relatively new within the broader Canadian mortgage industry. While the company had built strong momentum through innovative tools and community initiatives, it needed a larger platform to demonstrate leadership, attract top talent, and elevate its brand visibility.

The executive team had an ambitious goal: host an industry conference that would focus on the future of Canadian mortgages, technology innovations, and growth opportunities for agents and brokerages. The challenge was to design an experience that felt credible and premium enough to attract respected industry partners while also reinforcing Pineapple’s reputation as a forward-thinking disruptor.

The Insight

Inspiration Travels Further Than Information

Traditional mortgage conferences often focus heavily on sales presentations and sponsor messaging. While informative, these formats rarely inspire meaningful industry dialogue or long-term engagement. To stand apart, we looked to the format and tone of TED events, known for their curated speakers, powerful storytelling, and polished stage presence.

By adopting a similar model, we could elevate the perception of the event while reinforcing Pineapple’s positioning as a progressive, innovation-driven company. The goal was to make attendees feel like they could “10X” their business by attending something more meaningful than a typical conference, a place where ideas, insights, and relationships could genuinely shape the future of the mortgage industry.

The Strategy

Build a Platform for Industry Exchange

The concept behind Pineapple XChange was simple: create a space where industry leaders, lenders, brokers, and partners could exchange ideas and insights about the evolving mortgage landscape. The event combined keynote presentations, moderated industry panels, technology demonstrations, and open Q&A sessions. Topics ranged from the future of mortgage technology to market trends, brokerage growth strategies, and at the events center, Pineapple’s own software platforms designed to support agents business growth.

Promotion began months ahead through executive speaking engagements and industry appearances, while the formal campaign rollout ran for two months leading up to the event. Email campaigns and weekly social content introduced keynote speakers, panel discussions, sponsor partners, and event highlights in order to build anticipation for the event.

The Execution

Designing the Experience

Every element of Pineapple XChange was designed to reinforce the event’s premium, forward-thinking atmosphere. I developed the stage design visuals and coordinated closely with the AV production team to implement a multi-screen presentation environment featuring five supporting displays alongside the main LED stage screen. Motion graphics, speaker walk-on slides, sponsor recognition visuals, and presentation transitions were created to keep the experience visually engaging throughout the full-day event.

Beyond the stage, the brand extended throughout the venue through environmental graphics and printed materials including lanyards, table programs, roll-up banners, wayfinding signage, and branded displays. Behind the scenes, I also developed storyboards for several video segments used throughout the event, including teaser content, product demonstrations, and platform introductions, helping to maintain the event narrative throughout the day.

The Experience

A One-of-a-Kind Event for Education, Networking, and Growth

The inaugural Pineapple XChange welcomed more than 350 mortgage professionals from across Canada to the Crystal Fountain Event Venue for a full-day conference focused on innovation, collaboration, and industry growth. The program featured keynote speaker Neil Thornton, moderated discussions with major lender partners, Q&A sessions, product demonstrations, and a Pineapple town hall highlighting the company’s technology platforms and future vision. With over 30 lender partners participating and hundreds of industry professionals in attendance, the event created a rare opportunity for brokers, agents, lenders, and referral partners to connect in one space.

The event was also offered free of charge, including complimentary meals and parking, Pineapple ensured accessibility while maintaining a high level of production quality and professional polish.
The result was an event that felt less like a traditional industry conference and more like a curated gathering of leaders shaping the future of the Canadian mortgage industry.

The Impact

Turning an Event Into an Industry Platform

What began as a single industry event quickly evolved into a defining brand platform for Pineapple, demonstrating the company's ability to convene industry leaders, foster meaningful conversation, and influence the direction of the mortgage industry. More than a conference, Pineapple XChange became a cornerstone of Pineapple's brand strategy by strengthening relationships with lenders, attracting new broker talent, and elevating the company's credibility across the Canadian mortgage landscape.

Over 500 RSVPs with 350+ industry professionals in attendance

Coverage and discussion across multiple mortgage industry publications and blogs

Strong sponsor engagement, with several partners renewing or increasing sponsorship for future events

Generated new broker and agent recruitment leads for the company

Established Pineapple XChange as an annual flagship industry event

To comply with non-disclosure agreements, I have omitted and obfuscated confidential information in this case study.
All information in this case study is my own and does not necessarily reflect the views of Pineapple Financial.