BRAND IDENTITY - EVENT

The University of Southern California Black Alumni Association’s annual Scholarship Benefit Dinner honors and supports USC’s graduates that are people of color, gathering to celebrate achievements and build strong and lasting peer connections. The alumni attendees range from community and industry leaders to celebrity figures and is a formal black-tie affair with celebrity entertainment.

As the senior designer working with the marketing representatives for USCBAA and collaborating with their design team, I was responsible for all digital and printed event materials, including mailed/digital invitation, day-of-event items, including menus, program cards, party favor tickets, social media kits and on-screen visuals (PowerPoint slides) on-site at the Kodak Theater in Hollywood.

By way of verbal discussion, client surveying and multiple mock-ups, USCBAA conveyed that their vision was to have a regal afro-centric event theme design that would use the Trojan color pallete minimally while invoking a 1920’s “Great Gatsby” golden motif, and also making use of Ghanaian Adrinka symbolism well-known to the BAA alumni.

The result is an elegant black and gold look that uses metalic framing cleverly decorated with African patterning throughout many of the event’s materials, with subtle hints of the Trojan cardinal and gold, and embedding Adrinka symbols right into the corners of the framework. Creatively bringing all the elements of USCBAA’s vision into a single cohesive theme.

Adobe Illustrator and Photoshop were used to create this design.