Easter 2018 Branding - Reality San Francisco

Project Objective: The primary objective of this project was to engage the San Francisco community and invite them to attend Reality San Francisco's Easter program. Understanding the pivotal role of artwork in achieving this goal, I delved into comprehending the essence of the event and the preferences of the target audience. The artwork needed to strike a delicate balance between modernity and tradition, embodying a clean, minimalistic aesthetic with a touch of classic elegance.

Design Process: Driven by a thorough understanding of the project's objectives and audience preferences, I embarked on an extensive research and ideation phase, sketching out multiple concepts and directions. Through a meticulous digital design process, I brought forth the strongest concepts to present to the primary stakeholder. After thoughtful consideration, a direction symbolizing the transition from Good Friday to Easter Sunday, depicted through the imagery of a rising and setting sun, was selected.

Print Production: Taking ownership of the entire production process, I meticulously managed the design and printing of the print materials. Opting for a sophisticated color palette of gold, navy, and white, I ensured visual coherence across all elements. For the invitations, I employed a gold foil stamped finish, building upon the success of previous years and enhancing the allure of the event. However, due to budget constraints, gold foil stamping was not feasible for the program. Instead, I opted for a PMS metallic gold ink, delivering an equally elegant finish within the allocated budget.

Acknowledgment: This project was completed under the direction of Katie Rumford, ensuring alignment with the organization's vision and objectives.