How Great Design Transforms Company Retreats: Our Work with BACKED VC in Portugal

Company retreats have a reputation problem. Too often, they're seen as obligatory calendar fillers—awkward icebreakers, generic swag, and forgettable experiences that fade the moment attendees return to their inboxes. But when approached with intention and thoughtful design, retreats can become powerful catalysts for connection, inspiration, and community building.

Last summer, we had the opportunity to prove this point when we partnered with BACKED VC on their founder retreat in Portugal. What started as a brief to create some illustrations and merchandise evolved into a masterclass in how design can elevate an entire experience—turning a standard corporate gathering into something genuinely memorable.

The Power of a Cohesive Visual Story

From the moment we began working with Clare Hunter and the BACKED team, it was clear this wasn't going to be your typical retreat. The challenge was to create a visual identity that would carry through every touchpoint of the experience—from the first save-the-date that landed in founders' inboxes to the keepsakes they'd take home weeks later.

We developed a suite of custom illustrations and artwork that became the visual thread connecting the entire retreat. Each piece was designed to capture the energy and spirit of what BACKED stands for: supporting bold founders building the future. The illustrations weren't just decorative—they became conversation starters, inside jokes, and visual anchors that helped create a shared language among attendees.

Design as Experience Architecture

What made this project particularly exciting was seeing how design choices rippled out to shape the entire experience. The personalized invites set expectations before anyone even boarded a plane. The merchandise became more than branded t-shirts—it was wearable storytelling that helped foster a sense of belonging to something bigger. The mementos served as tangible reminders of connections made and ideas sparked.

Good retreat design isn't about slapping a logo on everything in sight. It's about creating a cohesive aesthetic experience that makes people feel considered, valued, and part of something special. When you nail the visual identity, you're not just decorating a space—you're building an atmosphere.

Why This Matters Beyond Portugal

The BACKED retreat reminded us of something we believe deeply: design has the power to transform ordinary moments into extraordinary ones. Whether it's a founder retreat, a team offsite, or an annual company gathering, the difference between "just another event" and "that incredible retreat we still talk about" often comes down to the details.

When organizations invest in thoughtful design for their retreats, they're investing in culture, connection, and the kind of shared experiences that actually stick. It's the difference between people leaving with another tote bag they'll never use and leaving with artwork they'll frame, stories they'll retell, and relationships that extend far beyond a long weekend in Portugal.

The Pretty Great® Approach

Working on the BACKED retreat reinforced our philosophy that every project—no matter how unconventional—deserves the full force of creative thinking. We don't just make things look good; we think about how design can make people feel something, remember something, and connect with something bigger than themselves.

For us, the measure of success wasn't just delivering beautiful illustrations (though we're pretty proud of those). It was hearing that founders were genuinely excited about the retreat, that the visual identity helped create a sense of occasion, and that our work contributed to an experience people would remember.

Because at the end of the day, that's what great design does. It takes the ordinary and makes it extraordinary. It turns logistics into experiences. And yes—it makes company retreats not just bearable, but genuinely fun.

Interested in elevating your next company retreat, event, or brand experience? We'd love to hear about it. Get in touch with our team at Pretty Great®.