SNAP 2022

Background

A transformational night of music and fashion shined the spotlight on SNAP, one of Calgary's most exclusive annual fundraising events celebrating women. SNAP 2022, hosted by PARK & Richardson Wealth, was in support of Dress For Success YYC, whose mission is to empower women to achieve economic independence by providing a network of support, professional attire and the development tools to thrive in work and life. The event featured a fashion presentation from Montreal-based designer UNTLTD and music performances including Michael Bernard Fitzgerald. It all took place at Calgary's hottest (and highest) restaurant, Major Tom Bar where guests shopped the runway, bid on incredible silent auction items and most of all, supported a great cause.

CHALLENGE

Creating a visually compelling mark, integrating fashion, music and food, while bringing awareness to the non-profit, Dress for Success YYC, was a rewarding design challenge.

APPROACH & SOLUTION

A celebratory approach of women through culture and style was the drive behind the SNAP mark. Led by bespoke geometric lettering, this year’s brand celebrates women through culture & style by bringing in human and fashion elements to each of the letters. Sitting alongside the modular, monospaced mark is classic sans serif Helvetica Neue, and a vibrant yellow hue leading the colour palette. Bringing human and fashion elements into each of the letters, resulted in a striking and unforgettable mark. It was important for the mark to be adaptive for various sizes and applications. It functioned vertically, horizontally stacked and used in repetition to create a supplemental pattern.

RESULT

A cohesive brand experience was evident from pre-event promotions including social media and web assets, through to the night of the event with a red-carpet entrance.The event sold out and raised double the amount of funds from the previous year. Accolaids were plentiful with comments on the thoughtfulness and versatility of the brand. The SNAP mark appeared on the photography backdrops, event program, presentation slides, posters, drink tickets, placeholders, beverage coasters and wayfinding signage.

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Photographer: @shot.by.Jared Location: @majortombar Styling: @parkproductionhouse Clothing: @atelier_unttld Hair & Makeup: @nickolwalkemeyer Model: @modemodelsintl@taylorl5678