Challenge & Strategy

A major challenge was creating a design that was both sophisticated while also aligning with the existing Wellstar Health System brand. To address this, I utilized the Wellstar brand colors and incorporated foil/reflective versions of these colors in print materials. This added dimension and elegance, given that much of the collateral would be physical. Additionally, I used Wellstar’s existing brand typography in the logo and collateral to maintain consistency and cohesiveness.

Process

The process began with audience and competition research, which helped define different design directions. I then created mood boards based on my research to ensure alignment with the Wellstar Foundation team’s brand vision. Once the direction was clear, I began drafting and building the event logo system. After finalizing the logo, I moved on to designing save the date cards and invitations, followed by the remaining event collateral, all while ensuring the designs adhered to the established branding system.

Results & Impact

The Wellstar Foundation raised $1.2 million at the event, their most successful fundraising effort to date. The branding received a great deal of positive feedback from internal teams, event attendees, and local press, cementing the impact of the design in contributing to the event's success.

Role & Responsibilities

As the lead and only designer for the project, I was responsible for:

• Researching the audience and competing events to inform design direction.

• Creating mood boards to align with the Wellstar Foundation team’s vision.

• Designing the event logo and branding, ensuring it fit seamlessly with the Wellstar brand.

• Developing custom invitations, digital email invitations, event signage, table placement cards, event programs, and on-screen PowerPoint templates for the program.