CASE STUDY

Tribute Celebration: Creating a Cohesive Experience for a Milestone Gala

The Challenge

The San Francisco AIDS Foundation marked its 35th anniversary with the Tribute Celebration, an annual gala supporting education, advocacy, and direct services in communities most vulnerable to HIV. Hosted at San Francisco City Hall, the event needed a visual identity and collateral that reflected both the gravity of the milestone and the celebratory atmosphere of the evening. The design also had to resonate with donors, community leaders, and advocates, while meeting the expectations of both internal stakeholders and the foundation’s board.

The Solution

As Graphic Designer on the MarCom team, I created a comprehensive visual system that unified the event’s identity across print, digital, and environmental touchpoints.

• Logo Design: Developed the 35th anniversary logo, drawing inspiration from emerald (a traditional symbol of 35 years), paired with marble and copper filigree motifs from the venue’s architecture.

• Event Collateral: Produced a full suite of materials including invitations, program booklets, live auction inserts, menus, bar signage, name tags, and table numbers.

• Event Design & Signage: Designed large pull-up banners and directional signage to create a cohesive attendee experience throughout City Hall.

• Collaboration: Partnered closely with internal stakeholders and board members through multiple rounds of revisions, including a last-minute weekend redesign to meet executive expectations.

• Vendor Management: Coordinated with third-party partners to produce custom crystal awards, ensuring alignment with the event’s brand aesthetic and high production standards.

Outcomes Achieved

• Record-Breaking Fundraising: The event raised over $500,000, setting a new benchmark for the organization.

• Cohesive Experience: Guests experienced a unified brand across signage, collateral, and awards, reinforcing the foundation’s credibility and mission.

• High-Profile Recognition: Honored leaders in the HIV response while showcasing the foundation’s 35-year legacy through meaningful design symbolism.

• Stakeholder Alignment: Delivered a brand identity that satisfied the foundation’s leadership and board despite high expectations and tight turnaround.

Design Deliverables

• Event logo and identity system

• Invitations and donor communications

• Event program and live auction inserts

• Menu and bar signage

My Role: Graphic Designer