The Benefit III Gala
Event Design | Branding
Client: Gilbert Family, NF Forward
Completed in 2015
Awarded the 2016 American In-House Design Awards presented by Graphic Design USA magazine for the "The Benefit III" campaign
“A Playdate to End NF” was inspired by childhood nostalgia and aimed to revive that wondrous creative spirit. Extensive research was done to find commonalities in the childhood experience regardless of generation and gender, in order to make sure the event’s identity and collateral was relatable to all of the attendees at the gala. Throughout the various collateral, I incorporated Legos, magnetic refrigerator letters, handmade sock puppets, and colorful plastic figurines to create a unique yet familiar styling. This complex invitation suite featured 3D-raised gloss ink within the dinosaur and the magnet letter imagery to give a tactile experience. We used Neenah Stardust paper for the inserts for a subtle touch of “confetti cake.” We continued this whimsical treatment for the rest of the collateral which included: print and digital communications, ambient large-format print, directional signage, tablescapes and event decor, and video content. For this event, we were able to bring in 1600 attendees and $5 million was raised for Neurofibromatosis (NF) research.
Credits
Colleen Crongeyer – design, art direction, Tracy Gabrys – design, Dave Negro – design, Krystal Miller, Jen Hansen – copywriting, Michelle Giorlando – copyediting, Christina El-Haddad – integrated producer, Nicholas Dean – video editing and directing, Leah Castile, Cody Ross – photography, Dave Garant – creative direction, Kayla Hord, Justyna Payne – project management, Tepel Brothers in Troy, MI – printing
Brand Identity
Print and Digital Expressions
Event Footage
