Directing brand activation for a high-profile, mission-driven event. I led the end-to-end creative production for KPMG's annual Novel Night fundraiser, seamlessly integrating the corporate brand with a playful, bespoke event theme.
Role
Design Lead | Creative Producer
Challenge Type
Experiential Design, Co-Branding, High-Volume Production
Outcome
Created a beautiful, interactive experience that successfully raised funds for literacy while maintaining KPMG's brand integrity.
The Challenge: Thematic Brand Integration
The annual Novel Night for Literacy is a critical Chicago-based event, requiring high-touch, customized collateral to motivate donations. The challenge was to:
+ Marry Concepts: Creatively blend the formal, professional standards of the KPMG brand with the event's fun, inner child theme (circus/illustration style).
+ High-Volume Execution: Manage the design and production for all pre-event, at-event, and post-event communications and collateral under a tight event timeline.
My Strategic Solution: Consistent, Thematic Execution
I managed the design strategy and production workflow, ensuring a consistent, high-quality experience from invitation to thank you:
+ Creative Direction: Developed a unique visual language for the event that balanced the playful thematic illustrations with the required formality of the KPMG brand guidelines.
+ Stakeholder & Production Management: Managed collaboration with the Events, Volunteer, and Office Strategy teams to ensure all design assets met both the event's needs and the firm's standards.
+ End-to-End Collateral Ownership: Directed design and production for the entire collateral set, covering all print materials for the evening, as well as digital communications for pre- and post-event engagement.
+ Impactful Environment: Designed elements for the City Winery venue that contributed to a beautiful, immersive, and interactive atmosphere, directly enhancing the fundraising experience.
