The engagement kicked-off with an initial look/feel exploration. Key stakeholders at Young Audiences were particularly drawn to the Pop Art movement and were looking to tie that into the campaign’s overall styling. The new look/feel incorporated layered screen printed illustrations to add a sense of depth to the layout and color story of each piece.

The campaign design was immediately applied to an accordion informational brochure to test its ability to flex in different compositional situations with a visual hierarchy. Our team focused on adjusting our illustrations to account for different fidelities of detail depending on scale, and looked at how different copy-heavy environments could flow together.

Postcards were sent out to various key donors and past-attendees of the event as a ‘save-the-date’. The cards were intended to be design-forward as an introduction to the event branding, with few details other than the date. The goal overall goal of this asset was to generate initial excitement. Further comms would follow providing more information.

The creative team went on to develop an RSVP direct mailer with pre-paid postage to the full invite list. The mailer included a perforated section where attendees could fill out their details/ticket preferences and return-to-sender free of charge. Other key details were included like dancer announcements and a charitable raffle as additional incentive.

Those who attended the event received a saddle-stitched program complete with a purchased ad section for donors looking to further support the organization. This asset having the capability to house multiple pages allowed our team to divide up content-heavy moments and adjust pacing so the viewer has an overwhelmingly positive experience. We also had the opportunity to expand and apply our design system to data visualization.

Like the other assets in the collateral package, our team had the opportunity to experiment with substrate and finishing methods. All designs were tested and printed on a rosy pearlescent material that would glow in person to display the significance of the event. The screen printing textures appeared more realistic with this treatment, as ink layers transparently during print/production. Every detail was curated to perfection.