FGX24 is a cant-miss event for Five Guys franchisees, vendors, and employees. The conference showcased a series of special events, curated to reinforce the Five Guys community and spur excitement for the future. Our work on FGX24 centered around immersing attendees in a dynamic brand activation that expanded the Five Guys identity. Each touchpoint of FGX24 was designed to inspire and engage, proving that Five Guys is a brand of innovation beyond the burger.