The theme of this event was Remembering Hope. The mood and tone of the campaign was meant to be that of hope, peace, and joy. At the same time, the artwork was intended to reflect the ambiance of the actual venue, the San Francisco Opera House. The San Francisco Opera House is an incredibly beautiful structure inside and out with intricate and ornate details weaved throughout the architecture. The purpose and goal of the artwork was to show a glimpse of the beauty of this venue as well as create interest which would lead to attendance. To accomplish this goal, I created two print pieces, a microsite, and a visual social media strategy. Below are the different design elements to this campaign.
Easter Invitation & Program
The invitation was created to advertise two events, the first was called Good Friday and the second was the main event of Easter. The tone of Good Friday invitation was supposed to be dark but to also contain the Easter invitation. To do this, created a two-sided invitation with the contrast of black on one side and cream on the other. Both sides were gold foil stamped. The transition from black to cream paper color was to create an emotional experience from one side to the next. Lastly, the gold foil was used to show the elegance of the event and reflect the ornate nature and beauty of the venue.
For the event program that was handed out at the venue on the day of Easter, I chose a thick stock with a metallic gold ink to complete the experience of the event and to remain consistent with the invitation.