Around this time last year, the Children's Museum of Denver at Marsico Campus reached out to me to create some designs for their 43rd annual birthday bash gala, the museum's most important fundraiser of the year. Each year they pick a different children's book as the theme for the gala and the 2016 theme was The Secret Garden - a book I loved growing up, so I was thrilled to be asked to help with the designs and branding for the event. Not to mention that all the proceeds from the event directly benefit educational programs, exhibits, and other opportunities available through the museum.
I was so honored to have the opportunity to work on this amazing project and flex some of my illustration muscles. This has been one of my most challenging and favorite projects to date and I'm so excited to be sharing it with you now!
The overall goal for The Secret Garden event branding was to create a selection of designs and branding elements that represented the themes from the children's book, while also appealing to the adults-only audience who would be attending. We wanted to keep our focus mainly on the floral aspect of the theme to go hand-in-hand with the gala's decor, which was heavily decorated with flowers and foliage. The event branding package included:
- Event Logo & Branding
- Save The Date
- Event Poster
- Raffle Ticket
- Program Cover
The first thing we started with was the logo because we knew this design would be used the most and that all the other designs would pull inspiration from it. During the initial consultation with the Children's Museum team we talked about some of the main focal points from the book that we wanted to pull in. Particularly flowers + leaves, the robin and the key that gives the children access to the secret garden. I wanted to include some of those elements directly in the logo design knowing that it would be shown again and again as the most important design piece of the entire event.
I created 3 unique initial logo design concepts for them to choose from, all featuring custom hand-lettering and illustrations. After reviewing, we decided to move forward with Concept 3 and chose to incorporate the robin from Concept 2. After fine tuning the color palette, we were able to finalized the logo design and present it as the face of the event.
Once the logo design was complete, we had a more solid design direction established to guide the collateral designs for the event. The first piece we worked on was a Save The Date postcard. We developed a dense background pattern created with different kinds of leaf and flower illustrations. I absolutely LOVE how this pattern turned out and I think that it does such a great job of portraying the overgrown garden from the book! For the Save The Date we also developed some stand-alone vines to use as branding elements and they worked great to add visual interest and break up the text when needed.
Next we focused on the 6-page invitation and RSVP cards. After the logo design, I think this was one of the most important pieces because it's the real announcement of the event and gives all the important details. The biggest challenge here was to get all the important information in and at the same time make sure that each page had some fun design elements to go with the theme. I think we did a good job with little flower and vine accents to help keep everything relating back to The Secret Garden.
My favorite part of the invitation was designing the RSVP card. I love the overhanging foliage and was excited to be incorporating it in a new and different way from the Save The Date!
Last we worked on the event poster and program cover. Both these designs incorporated the overhanging foliage (my favorite design element!) with a decorative border to highlight the old English countryside feel from the book.
Overall I was so happy with how all the designs for this event turned out and believe that we really captured the central themes from The Secret Garden. And I was even more pleased to find out that many of the gala's guests said this was one of their favorite designs ever. I can't wait to work with the Children's Museum of Denver again on next year's event designs and see how we can bring a different book to life!
From the client:
"I thought it was the perfect fit for the Children's Museum and I loved working with Lindsey. She is incredibly organized, detail-oriented AND creative. You don't typically find these qualities together! Our event was a huge success and we continue to hear that this invite was the all-time favorite."
- Zoe Ocampo, Children's Museum of Denver