united way GTA
Songs Of The City (SOTC)
SOTC is an annual event where United Way shows its thanks to supporters, and share their impact on the community, with an invitation to a special night of music and storytelling.
CHALLENGE
In 2019, in the face of slowing ticket uptake and attendance, and a larger venue, the audience strategy has shifted to broaden the scope of the invitees, to try to ensure a full house.
TIMELINE & TOOLS
• 5 weeks (March 2019 – April 2019)
• Photoshop, Illustrator, and InDesign
MY ROLE
My role was to strategize and find creative solutions for all the design deliverables, blending an existing style guide with the new marketing and visual requests.
Deliverables: print and digital program, print and digital invitations, email journeys, event collaterals (including digital screens).
THE PROGRAM
I was responsible for designing an eye-catching Program for the SOTC event, using strong imagery that reflects the brand’s story. After a few reviews and presentations, I incorporated the stakeholders’ feedback, and the final product circulated during the event taking place at Sony Centre For The Arts (Toronto).
MARKETING COLLATERALS
In the past, the invitation has been by email only, which has excluded a number of eligible donors who do not have email. In 2019, the team decided that we will mail invitations to those donors for whom we don’t have an email address.
I was responsible for the design of all the marketing collaterals, including the mail and the digital invitations (Eventbrite and the email’s invite and reminders).
EVENT COLLATERALS
The objective was that invitees will feel genuinely valued for their contribution to United Way. As the Design Manager, I used an embedded team structure (cross-functional teams) to work for the same purpose (designing all the event collaterals) applying Agile Methodology. This approach improved discussions about constraints and requirements, speeding up the design process.