The Art of Dessert
Over the course of 20 years the LBC community has donated over $5 million through our Art of Dessert fundraiser, and those funds have impacted almost 500,000 students through accessible programs that teach using the arts. After many years of tired design for this event, I was challenged to create a logo and style that could be used for the next 10 years. What followed was an exercise in creating a logo that would not only please our attendees over the next decade, but also our board of directors.
My first goal was to create a simple logo. I was given the prompt of something retro, as the next few years would be themes from the 60s, 70s, 80s, and 90s. I dove deep into inspiration from art deco, Memphis Milano, pop art, and many more to get the 6 examples above. After some review, our team decided that number 3 would move forward. And it was time to utilize this for our 20th anniversary emerald gala.
After adding a simple tagline to the now evergreen logo, it was time to start branding for the 20th anniversary emerald gala. I settled on this simple emerald shape, with a gradient fill. Emphasizing scalability, the design was carefully structured to retain its recognizable characteristics even when stretched or resized for other uses. After I had settled on this basic idea, we were ready to begin the creation of everything needed for the event.
The Program
The design process for the printed program of the Art of Desert Gala marks the first steps in crafting a cohesive visual identity for the entire event. Recognizing the program as the starting point, the design was approached with a strategic vision to set the tone for all other event collateral. Each element chosen, from fonts, spacing, layout, pictures, filigree and more, would serve as a design template for all other materials needed. This deliberate approach ensured that the printed program became the cornerstone, influencing and guiding the aesthetic direction of every subsequent design element needed for this event.
The Invitation
The next step in the planning process for AOD is the design of the invitation. This particular part does not change much from year to year, by request of the board. With tight restrictions on layout and content, this invite serves more as an exercise in restraint on my end. Keeping with the opening card design, and always featuring 4 images on the front, I used our emerald branding throughout to set a tone for the invited guests.
Signage
The design process for the event signage is usually one of the last steps, as the items needed change every year, and are often not realized until a week or two before the event. This was never a point of stress for me, as my years in the signage industry have laid a foundation of practicality, and the ability to communicate with various print shops to ensure reliable timelines for everything needed. We'd already set the vibe with the printed program and invite, so the signage followed suit – matching colors, fonts, and the whole theme. These signs and handouts played a crucial role in tying everything together at the event, featuring banners, retractables, handouts and various messaging across many digital displays.
The Menu
One aspect of this project that stands out for me is the night's menu. Incorporating the emerald design, we had the idea to cut the edges of the menu, enhancing the emerald shape. The front of the menu serves as a visual guide for guests, showcasing the meal options available for the night. On the flip side, we express our gratitude to the sponsors whose support makes the event a reality.