Based at Toronto Metropolitan University, the Toronto Metropolitan Consulting Association (TMCA) is a student-run, non-profit organization founded in 2012. Our mission is to educate, motivate, and inspire future consultants by bridging the gap between students and the industry. Each year, the TMCA hosts our flagship two-day event, the Toronto Metropolitan Consulting Conference. This weekend gathers the brightest university students across Ontario to challenge their problem-solving skills.
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I had the honour of hosting the 13th Annual TMCC this year on February 7th and 8th. As Conference Chair, I led an incredible team, working with @Kunaal Pathania, @Helen Nguyen, @Aliyah Ameer, and @Piyal Bhavsar to bring this event to life!
Branding
Vision Board
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The Toronto Metropolitan Consulting Conference, best known as TMCC, features a unique theme developed and integrated by each year's team. In May of 2025, the City of Toronto announced that the TTC's Dundas Station would soon be renamed TMU Station. I saw this as an opportunity to embrace the change and celebrate our university's metropolitan identity. This inspired Next Stop: Strategy — a play on a transit stop and a core skill for a consultant. We wanted the event to embody the energy of Toronto: fast-paced, vibrant, and interconnected.
Logo Design
Early Iteration
Final Iteration
Given its established recognition, I prioritized "TMCC" as the primary mark, and positioned "Next Stop: Strategy" as a secondary element. Visually, the logo is designed to mimic the shape of a subway train in motion. Rounding the edges of the front car helped to strengthen this reference. With feedback from my team, I removed the wheels to create a cleaner silhouette and to allow the secondary title to sit more cleanly under the graphic. I also opted for a font that is inspired by LED signage.
Visual Identity
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Event Program Deck
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The slide deck is strongly inspired by the transit environment; design elements feature iconic yellow tiles, aged billboards, subway maps, bus tickets, posters in classic metal frames, and digital sign displays.
Event Planning
Timeline
May 2025
Hired and onboarded team members for the 2025/2026 term.
Created a vision board.
Developed a theme.
Prepared project management tools to monitor tasks and deadlines.
June 2025
Assembled a sponsorship package to request corporate and in-kind support.
Met with the Finance team to review the projected budget.
Drafted a detailed itinerary outlining the timing for all sessions.
July to November 2025
Researched options for venues and catering.
Conducted outreach for corporate and in-kind sponsorships.
December 2025
Finalized venues and caterers.
Met with the Marketing team to discuss the campaign plan and content schedule.
Met with the Corporate Relations team to align on speaker outreach.
January 2026
Opened applications and screened candidates to select 60 delegates.
Led a team meeting with the entire TMCA team to review the operations plan.
Prepared all event materials, including the program deck, name tags, and informational brochures.
February 7-8, 2026
TMCC Next Stop: Strategy takes place!
Our Corporate Sponsor
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This year's conference was made possible by our incredible corporate sponsor, IG Wealth Management. In addition to financial support, they provided an exciting marketing consulting case competition, giving students access to real-world market data to develop actionable strategies for local cities.
Our In-Kind Sponsors
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We reached out to 200+ companies, and successfully curated delegate gift bags valued at $150+ each in partnership with the brands above.
Our Vendors
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Over several months, my team and I connected with numerous venues and caterers across the city. In order to align with the metropolitan team, my ultimate goal was to highlight as many local Toronto businesses as possible, which we successfully accomplished! As a student organization operating on a limited budget, we were also able to secure over $5,000 in savings.
Outcome & Takeaways
Delegates
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4.4 out of 5
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Perceived Value for Time & Cost
Industry Representatives
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TMCA Members
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4.7 out of 5
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Likelihood to Recommend
4.5 out of 5
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Overall Satisfaction
This project has been one of the most stress-inducing yet equally rewarding opportunities I've ever taken on. I was pushed far out of my comfort zone but I'm so grateful because it's allowed me to discover a genuine passion for event planning. I'm eager to take on my next one! Here’s what I learned:
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Cohesion Matters: Having previously supported other student-led conferences, I noticed that themes often felt random and remained surface-level. This is why I made it a priority to mindfully develop and integrate the Next Stop: Strategy brand across every touchpoint. I learned to make every decision through the lens of an attendee to ensure that the theme was not just seen, but understood, and most of all remembered.
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There's No Such Thing as Overplanning: My Type A tendencies immediately proved to be a huge asset with this project. Accounting for every detail felt excessive at times (e.g. when I created an itinerary broken down in 5 minute increments), but it paid off. I realized that having a solid plan doesn’t limit flexibility, rather it gives you the freedom to make smarter, quicker decisions when things inevitably pop up.
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Trust the Process: I spent the entirety of December and January feeling anxious. We had done all the preliminary work but it was time to commit: secure the date, pay the venues and caterers, launch the tickets sales, invite the speakers, the list was endless. There were so many moments of doubt, and the truth is that I never felt fully relieved until the event concluded. Luckily, having this experience under my belt has taught me to trust the process; consistent effort, collaboration, and refinement will bring any project across the finish line.
