Smithsonian Groundbreaking Event Branding and Collateral
Logo Design
Editorial
Event Collateral
Concept Development
Creative Direction
Print Production
After winning a national RFP for the design of an invitation to the groundbreaking ceremony of the Smithsonian's National Museum of African American History and Culture (NMAAHC), as lead creative, my team and I were selected to produce the full suite of materials for this prestigious weekend-long event, including the logo, 16-page keepsake program, menu, VIP credentials, place cards, and more (complete list below).
The prominent nature of the client might be considered pressure enough. Still, even more so in this case because it was for an event – meaning a fixed, non-negotiable deadline – that would be attended by such luminaries as then-President Obama, First Lady Michelle Obama, former First Lady Laura Bush, Oprah Winfrey, late Congressman John Lewis, and others. It was imperative to create elegant and dignified pieces, honoring all that this historical moment represented, but we had to act quickly.
We were initially awarded the national RFP for creating the invitations to the groundbreaking ceremony. Soon after, we were granted responsibility for branding and creating all collateral for events planned for the weekend.
The print manager and I knew that a top priority was to be very sensitive to the painful history while also highlighting the enormous triumphs that the museum would showcase. I wanted every piece to look as prestigious as the invitees were.
In creating the event logo, I used renderings of the building – meant to resemble a hand-weaved basket – as a starting point. I used a gold-bronze gradient in both the image and the font in my initial design, and the final printed pieces used engraving or metallic ink (depending on the piece) to capture that look.
I worked closely with the NMAAHC team for images and copy for all event pieces, and I did a great deal of my own research for photos and quotes to tell the museum's story and what it represents. Since I had already created the invitation design that won us the RFP, I had that to use as a springboard.
My editorial background was a great asset, especially in the design and layout of the program, which was 16 pages in a magazine style with saddle-stitch binding and a coated gloss finish. I incorporated images of prominent figures and moments in African American history quotes from leaders and artists, and letters from then-President Obama, former President George W. Bush, and NMAAHC leaders into a finished product that became a keepsake. Indeed, the NMAAHC later ordered a second print run of approximately 20,000 copies to be given as mementos.
As the deadline approached, I traveled from New York to Washington, D.C., to spend a few days in the Smithsonian offices collaborating and ensuring everyone was happy with my direction. I was getting approval on the final pieces and discussing additional ideas to meet their goals. The last step heading into production was to work with print vendors on papers and inks for all pieces, such as a vellum "sleeve," to hold multiple invitations.
I was deeply honored to work with such a venerated institution as the Smithsonian and delighted that they wanted to order extra program copies. As I was finalizing it, I had to wait for President Obama's letter, which was pretty cool!
