A timeless, elegant brand experience that immediately conveys a sophisticated “Black Tie” event feel.
CHALLENGE: Drive attendance for the Fur Ball Gala, San Diego Humane Society’s premiere annual fundraising event.
SOLUTION: In order to immediately set this event apart, I showcased this event’s unique benefit: it offers attendees a chance to elevate their status in the eyes of their pet. By supporting the Fur Ball Gala, attendees can finally live up to their pet’s ideal. Who could pass up the opportunity to be the (heroic) human their pet thinks they are?
This comprehensive 360° campaign is built around that simple tagline: Be your pet’s hero. (And, bonus: a hero to all pets.)
This primary mark is best on black with simple gold details and clean, elegant lines. As a nod to classic elements, it’s enclosed in a strong circular ring with lightning bolts for energy and a heroic, upward angle for our devoted dog.
Can you imagine this logo projected as a “bat signal” into the night sky? This symbolism works on two levels — one, as an obvious superhero thematic element and two, as a deeper “call” to action for potential Gala attendees.
The invite takes that bat signal metaphor from subtle to front and center with a dramatic projection of the logomark over the San Diego city skyline shown at the base of the card.
Small threads of the superhero theme show up in the Bruce Wayne, Clark Kent and Peter Parker table names and Wham! And Pow! VIP and Standard ticket options shown on the back of the invite.
The site design features clean, minimalist style and clear, direct language. The landing page showcases a dramatic hero image and essential event details including four immediate actions: purchasing tickets, sponsoring the event, volunteering or donating.
With this campaign, the sky is the limit on fun extensions of the overall event branding. One idea for a smaller attendee take home — a custom set of coasters embossed with a gold foil layer.
The social assets lean heavily on dramatic black and white photography and clear, direct language to communicate the main message: the animals of San Diego need a hero (and it could be you).
In addition to static posts, I created fun, dynamic animations utilizing essential brand components like the iconic San Diego city skyline that really emphasizes the impact of this (hometown) heroic campaign.