How do you modernize a beloved, 70-year-old brand without losing what made people love it in the first place? Christine Weeks, Mackenzie Slivka, and Sean Flattery of Eleanor Creative will take attendees behind the scenes of the evolution of Dorothy Lynch—from its humble beginnings with Dorothy Lynch’s homemade recipe in St. Paul, Nebraska, to an iconic Midwest brand with generations of loyal customers.

This session will explore the challenge of honoring an established customer base while introducing Dorothy Lynch to a new generation. We’ll share how research and strategy informed a refreshed brand look, voice, messaging, packaging, website, social media, influencer marketing, and new products—all designed to make Dorothy Lynch relevant to today’s consumers while remaining true to its roots.

Attendees will walk away with practical lessons for their own brands: how to determine what’s worth preserving, recognize when it’s time to evolve, and use thoughtful marketing to connect a brand’s past to its future.

Speaker Bios:

Christine Weeks | Founder & CEO, Eleanor Creative

Christine Weeks is the Founder and CEO of Eleanor Creative, a Nebraska-based brand experience agency she founded in 2008. A brand strategist and entrepreneur, Christine helps organizations uncover what makes them meaningful and translate it into brands and marketing that connect with people. She has led numerous rebrands and brings the strategic and business perspective to the brand’s evolution.

Sean Flattery | Creative Director, Eleanor Creative

Sean Flattery is the Creative Director at Eleanor Creative, where he has spent nearly a decade turning strategy into memorable creative work. He leads brand identity, campaign concepts, messaging, and creative execution for clients across a wide range of industries. Sean has played an integral role in evolving the Dorothy Lynch brand—helping preserve its unmistakable personality while creating a fresh visual and verbal identity for a new generation.

Mackenzie Slivka | Chief Operating Officer, Eleanor Creative

Mackenzie Slivka is the Chief Operating Officer at Eleanor Creative, helping lead the agency’s client relationships, strategy, and day-to-day operations. She works at the intersection of big-picture thinking and implementation, helping move ambitious ideas from strategy into the real world. Through Eleanor’s work with Dorothy Lynch, Mackenzie has helped guide the ongoing evolution of a legacy brand across marketing, digital, social, and new opportunities for growth.

Parking and Venue Information:

Metered parking is available on the street or Rampark Garage is the closest available garage, 1225 P St. (Entrance is off of N. 12th St.)

The Small Business Conference Room entrance is beside the security desk at the southwest end of the building on the first floor.