From Idea to Impact :: Behind the Scenes of EMPOWER

By: Stephanie Cudmore

When I first sat down with Jane, Teresa, and Kelly M. and heard the words, “We’re thinking of doing a legal leadership conference,” I had no idea how much that single sentence would shape the months to come.

What started as a big, shiny idea quickly became something real—and from my seat, full of moving parts. A name. A logo. A brand. A story that would resonate with leaders across the legal sector. All foundational elements that had to come together to get things moving.

The Name: EMPOWER. We landed on it early—but it carried weight. It spoke to what we hoped the conference would do: energize and equip Canadian legal leaders to shape what comes next. It’s forward-looking, active, and clear—just like the kind of leadership the conference was built to inspire.

The Logo: A maple leaf, reimagined. It grounded us in our Canadian roots while reflecting EMPOWER’s commitment to supporting Canadian firms and professionals. It felt both iconic and fresh—recognizable but distinct.

The Story: “Empowering Canadian Legal Leaders to Shape Tomorrow.” That line became our guide. We wrapped the brand in language that invited people not just to attend, but to be in the room—to show up with purpose, ready to lead, connect, and challenge the status quo.

Once that foundation was set… then came everything else: a micro-website, a registration system, signage, a marketing and communications strategy, social media campaigns, sponsorship packages and communications, email correspondence, speaker slides, delegate touchpoints, conference assets, and (of course) the workbook that landed in inboxes just before delegates walked into the room.

It’s easy, in moments like this—once the lights dim and the room clears—to forget how many small decisions, creative choices, and thoughtful pivots brought us here. From brainstorming sessions to font selections, from graphic treatments to messaging, every detail was crafted with one goal in mind: to bring EMPOWER to life in a way that felt meaningful, memorable, and deeply aligned with what the presenting sponsors—Jane Southren, Stephen Mabey, and Paul Wilson—had envisioned.

I’ve worked on events before. But this one felt different. Maybe it’s because the people behind it care so deeply. Maybe it’s because the conversations we created space for were so needed. Or maybe it’s because we built something brand new—from the ground up—and last week, we got to watch it unfold.

For our team, EMPOWER was never just a conference. It was a leap. A collaboration. A first-of-its-kind experience for the legal community we serve. And it took a true team to bring it to life—from Jane, Paul, and Steve’s original vision, to Teresa’s leadership, and the whole SGI team’s effort behind the scenes. Everyone played a role in shaping this from an idea into something tangible and lasting.

And the result? Based on what we heard from delegates, the energy in the room, and the moments of insight and connection we witnessed firsthand, I’d say the conference more than delivered. We created something that mattered—something people want more of.

Where this first conference leads next, we don’t yet know. But if EMPOWER proved anything, it’s that legal leaders are hungry for connection, ready for change, and willing to show up—with openness, with insight, and with courage.

And that? That feels like the very best kind of beginning. Congratulations to our team!