New 42 Gala 2024 | Event Collateral
The Brief
New 42 is a performing arts nonprofit in the NYC metropolitan area dedicated to making the arts a crucial part of everyone’s lives, from the earliest days onward. It was initially created by the city of New York and tasked with the revitalization of the Times Square area. Each year, the organization hosts a gala. In 2024, I designed the look and feel of the New 42 Gala, Celebrating Times Square: Every Corner Tells a Story.
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vibrant, jubilant, expressive
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Center the design a map of Times Square.
Incorporate illustration.
Use New 42 brand colors and typefaces.
Ensure the New 42 logo is prominent.
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Event Look + Feel
Print Collateral
Invitation Suite
Invitation
Envelopes
Reply Card
Note Card
Menu / Event Program
Paddle Raise Cards
Gift Bag Inserts
Foam Core Event Signage
Digital Assets
Save the Date
Website and Email Graphics
Social Media Assets
Event Slide Deck
Early Concept Exploration
Sketches illustrating the iconic digital billboards lining Times Square, incorporating the New 42 logo and nodding to the different ways people travel through the area.
Concept A:
Billboard Bonanza
Sketched in ProCreate, then refined in Illustrator and animated in Photoshop.
A colorful illustration of the map where Times Square and New 42 reside, emphasizing how our logo is constructed around the street grid. The vibrant colors symbolize how New 42 revitalized the area, bringing color and life back to 42nd street.
Concept B:
Color as Revitalization
Digital Save the Date
We kept the colorful street grid as a centerpiece in the event’s visual identity. The New 42 Board enjoyed the expressive style of the hand-illustrated buildings and colorful textured blocks, but agreed that sticking to Centra as the main typeface felt appropriate for a formal event and truer to New 42’s brand.
The Invitation
A vertically expansive invitation mirrors the tall buildings and towering screens in Times Square. UV spot gloss adds an element of subtle glamour.
The Invite, Animated
After sending invitations out in the mail, we wanted to let our followers on social media know about the event. This animated invitation was posted on our stories.
Layout: Brittany Nievinski
Animation: Michael Velez-Ojeda
Signage at the Event
At the event, we displayed foam core signage welcoming guests and thanking key donors.
Photos: Alexis Buatti-Ramos
The Menu and Event Program
Placed at every guest’s seat, this print piece communicated the evening’s menu and run of show, including performances by Broadway stars and hip-hop collectives.
