The Collective Charity Gala
Get familiar with the project
The client for this project was Women’s Health Collective Canada. This project was a charity campaign event design that involved creating several elements that work together to create a cohesive design to represent the chosen non-profit organization. The idea was to give the campaign a new look and feel that still conveyed the desired messaging of the organization.
WHCC is a collective of Canada’s leading women’s health and hospital foundations. These foundations work together to advance the equity in women’s health care through the unity of the organizations. WCHH generates the funds, resources, education, and advocacy for women’s health.
The Driving Factors
The goal was to create a call-to-action fundraising campaign for a non-profit organization. The campaign needed to reflect the values of the organization and what they do. The design needed to communicate what the event was and who it was for. The campaign also needed to have a fresh and different approach compared to existing campaign’s from the organization.
Motivations
Raising awareness for a fundraising event
Communicating the core values and mission of WCHH
Starting off Strong
The driving factor of this campaign event was communicating the values and goals of WHCC. Research on all aspects of the organization gave an insight into who they are, what their mission for women’s health advocacy is, and how they work to achieve the goals. WCHH strongly believes in collaboration. The organization is made up of other health and hospital foundations that handle the different aspects of their mission. It takes many to create actual change, and that’s why WHCC believes in forming strategic alliances with these foundations across Canada.
This background research of the organization highlighted the tone, feeling, and message that needed to be communicated in the different deliverables. It also gave me an insight to the target audience and call to action that was needed.
Key Insights
Primary audience: corporations, foundations, researchers, and donors.
Secondary audience: Women of all ages with first or secondhand experience with the equity gap.
Deciding the Deliverables
There were 4 deliverables made within the campaign to show how the design can adapt to different formats. A poster, social media carousels, website page, and event ticket. These are versatile deliverables to advertise this event. Social media was especially important not only because it is so heavily used today, but also because the topic of women’s health is often censored in other forms of media, so having a social page with information about this topic that is uncensored and easily accessible was key for spreading awareness.
Deliverables
Poster
Website
Event Ticket
Social Media Posts
Designing a Gala Event
When planning the design itself, I began researching ways that other awareness campaigns and events have been designed. Since I chose to create a fundraising gala event, I needed to find a balance of communicating the message or CTA, what the event was, along with the feeling of the event itself.
I started this process by thinking of elements in women's healthcare and healthcare in general. I created a set of characters that represented the different people involved in this area. There were doctors, researchers, and of course women! Creating these characters was a great foundation for communicating the collaboration element, but the balance of everything else in mind was still missing.
Refining concepts
To better represent collaboration through a holistic lens I decided to think of ways to show connection. A collage style immediately came to my mind. I designed more illustrations of things you would find in the healthcare world. I began to put these elements together like puzzle pieces. The idea of the collage style represents how creating equity in women’s healthcare takes many moving and interconnected pieces. There are many moving parts that need to seamlessly work together to create harmony. Having representation of the different people in this movement along with the style communicates the message and core values of WHCC, while also conveying the complexities of the topic itself.
The Final Brand
I wanted to challenge myself to create the feeling of a formal gala event without using the typical richer and darker colour palette. To communicate the type of event this was, I designed illustrations such as champagne glasses and tuxedos and added them into the collage. I also made the style of the illustrations sharper to steer away from the more playful feeling.
