Creative Brief

Imagine a leisurely morning at your favorite lake destination. You might grab a coffee from a great local place, or order breakfast before spending a moment looking out over the picturesque water — and perhaps bring your favorite music with you, too.

What springs to mind is likely your go-to camping or vacation spot. But on Sept. 6, 2024, this is also what it was like to be at the Jacobsen Construction headquarters campus, transformed to evoke an authentic Breakfast by the Lake experience.

This client breakfast’s business purpose is to create meaningful networking experiences with our trade partners and clients. It’s always popular with our guests, who love the laidback atmosphere, great food and opportunities to re-connect. Each year’s theme becomes an immersive setting where our friends can be themselves.

Research into our partners’ values and decades spent organizing breakfasts informed 2024’s Breakfast by the Lake theme choice, which leaned into Jacobsen’s reputation for creativity and relationship building. Strategic details brought the theme to life:

• Our retention pond was dyed deep blue (ecologically safely) as the all-important “lake” visual.  
• Hamptons-aesthetic, muted-color event logo illustrations (welcome banner, etc.) depicted a rising sun and waterfowl.
• Jacobsen-branded giveaways included “picnic” radios and durable-quality booney and flat-brim hats.
• Visuals: moored canoe, lanterns, wooden paddles, buckets of flowers, hanging lights, etc.
• Experiences: Live Americana music, large breakfast skillet-themed meal, coffee truck taking free orders.

Thanks to creative planning and convincing execution, Breakfast by the Lake advanced Jacobsen’s business interests by fostering stronger industry relationships.