State of the State Address
Visual Identity | Palm Beach, FL
Bringing the state of Florida together, Place of Hope hosts a yearly address with local and federal officials and business professionals to bring awareness of kids in foster care and domestic minor sex trafficking.
Old Design
After meeting with the Lead Advancement Associate and CEO, we knew it was time to reimagine the look of the State of the State Address. From the branding to the layout, the old design craved a visual identity.
The Market
It is important to understand who the clientele is before designing any successful piece. This event was catered toward political attendees, mostly men, anywhere from ages 30-64 in the upper-middle class. After grasping a generic overview of the attendees, revamping the piece was underway.
The Theme
Typography and color can trigger memories, emotions and even responsiveness to a design. I went with deep, rich patriotic colors and elegant, established feeling serif font to curate a distinctive feel for this event.
The Logo
Once the market and the theme were established, it was time to implement it into the design. It is key to create a logo that clearly translates the overall feel of a product, company, event, etc. it is representing. I decided to create a minimalistic seal that can be interchangeably used for future address's.
The Layout
Knowing the hands this piece would rest in, it was key to create a layout that would positively thrive. I went with a minimal design allowing for an effortless flow from one page to the next.
