'Dinner under the stars': BRanding a Farm-to-table inspired GALA

cLIENT PROJECT

project

The Pediatric Cancer Research Foundation hosts an annual gala in support of childhood cancer research. The project included the creation of a save the date, invitation and supporting collateral to be used at the event.

CHALLENGE

For the first time, the gala was hosted at a casual outdoor venue, instead of being a formal black tie event. The project challenge was to create an invitation that instantly reflected the drastic change in location and attire.

CONCEPT

PCRF's selected theme–farm-to-table, was the underlying inspiration for the event. Choice materials where selected and through the combination of environmental friendly paper (Neenah Environment), rustic fonts, an earthy color palette and leafy illustrations, the casual farm-to-table inspired look was achieved. Paper has the power to evoke emotions and responses, and Neenah's environmental friendly paper paired perfectly, reinforcing the earthy and sustainable theme. 

To further reflect the updated event, the invitation design took an unconventional format, presenting the content in the form of a poster instead of a standard card design. The invite has a custom die-cut with cross-fold finish that uniquely reveals the information and allows the viewer to interact with the invitation. The design allows the invitation to act as self enclosing piece with an attached perforated RSVP card.

MEASURING SUCCESS

With the overall change in event theme, location and moving the event up by two months (September vs November dates), the event ticket sales successfully increased by 6% compared to the 2013 gala. PCRF was incredibly please with the outcome of the event and have pledged to continue the farm-to-table theme for next years event.