Make-A-Wish Wine & Wishes Gala
Joy-filled Event Branding with Major Impact.
Post-pandemic, it became clear that people are eager to get out, are busier than ever, and crave meaningful connections with their communities. Social calendars were filling up fast, and there was an overwhelming plethora of charity opportunities. Make-A-Wish San Diego faced the challenge of bringing back its Wine & Wishes Event after hosting it online for two years, recapturing its existing donors, and attracting new ones.
Clarity First
After surveying the new fundraising arena in the region and studying what’s going on in other chapters and cities around the country, we decided to elevate the event to a full-scale black-tie Gala. We also agreed to double down on a theme that will weave throughout the entire branding and unfold into a fantastic experience for our guests at the gala. The Make-A-Wish foundation benefits kids with critical illnesses by granting them (the most adorable and bizarre) wishes, so why not focus on that moment when a child’s wish becomes a reality? Pure joy! A feeling that most adults don’t experience very often in their busy daily lives. So we invited our guests to leave all their worries out the door and offered them Joy for one evening.
Impact
The Wine & Wishes Gala sold out with fewer, yet higher quality donors and ended up being a record-breaking fundraising event. Everything, from choosing the venue and musical entertainment to accepting donation items, was carefully curated and elevated to a sophisticated event mixed with joyful moments, setting a new standard for future events. The Gala was well received and highly praised by guests, board members, and the media. Internally, the Wine & Wishes Gala was recognized with the “Event Impact” Award at the Make-A-Wish San Diego Annual Donor Appreciation Night for its success and results.
Services
- Event Branding
- Brand Strategy
- Brand Identity
- Collateral Design
- Environmental Design
Process
We Started with Writing.
Each creative project has its unique process. Usually, we begin with moodboards, but here we needed to summarize what’s been said in various meetings leading up to this. We started with a copywriting session, crafting the perfect opening paragraph to set the stage for the brand to unfold. It was our Creative Brief.
Brand Development
Joy of Creating.
With strategy at the forefront and a written invitation to JOY to set the tone, all the remaining visuals fell into place. Starting with moodboards, followed by logo options, and many brainstorming sessions and rounds of refinement, shaped the final event brand.
Joyful Brand
Attention To Detail
The brand execution with an event of that scale varies from the smallest application, such as branded Crayons sets with Coloring Pages, to large light projections onto the venue’s wall. Other applications include Magazine Ads, Printed Programs, Event and Wayfinding Signage, Digital Marketing and Social Media, Email Communications, Printed Invites, Sponsor Packages, Seating Charts, PowerPoint Presentations, Thank You Cards, and the list goes on. In addition, the theme “Joy” weaved through the entire event with fun decorations (vases filled with candy), interactive photo booths, Stilts Walkers, Giant Light Bright, colorful napkins and flower arrangements, glow sticks, and a full band and dance floor to invite as much laughter and delight as possible.
