Concept
This project was created for a Twin Cities-based a cappella choir as part one of their two-part concert series, Musical Stories. The first performance, 'Twas the Night…, drew inspiration from the wonder of the holiday season, blending feelings of mystery and joy.
The campaign required a cohesive visual identity across both print and digital applications, including posters, mailers, a full concert program, and social media graphics. The challenge was to create a festive yet sophisticated system that captured the spirit of the performance while remaining flexible enough to support the broader concert season.
Core Themes:
Narrative cohesion
Seasonal charm
Strategic adaptibility
Collaborative design
Progress
A central visual element of the identity became a ribbon motif, symbolizing both gift-giving and the unfolding of a story. I explored various styles and orientations before settling on a loosely curled ribbon that introduced movement and elegance to the composition.
A red and green palette established an immediate connection to the holiday season, while a star-filled sky fading into white added a sense of wonder and mystery. Throughout the process, extensive collaboration with the client shaped the direction of the campaign. Balancing their vision with design best practices required thoughtful communication, flexibility, and strategic guidance to achieve a solution that supported both aesthetic goals and audience engagement.
Design
The final campaign extended across a variety of print and digital deliverables, including social media graphics, event pages, posters, mailers, and a full concert program. The promotional materials for 'Twas the Night… embraced the festive red and green palette, creating a warm and recognizable identity for the holiday performance.
For the season posters and mailers, the visual system evolved to represent both concerts within the Musical Stories series. A shared night-sky motif connected 'Twas the Night… and its companion concert, Once Upon a Song, reinforcing themes of storytelling and continuity. Cooler blue tones accented with gold distinguished the season-wide materials while maintaining cohesion across the campaign.
The overall identity captures:
Wonder
Refinement
Storytelling
Cohesion
