The Ireland Fund of Canada
St. Patrick’s Day Luncheon
Role: Creative Direction
The Brief.
The Ireland Fund of Canada wanted help to take their annual St Patrick’s Day charity luncheon to the next level.
The Idea.
To do that I designed a new sponsorship strategy as well as creating a completely new identity package to elevate the status of the event.
Widely known as the largest St. Patrick’s Day Luncheon in the world, our goal was to attract new businesses for the purpose of both purchase and sponsorship, and to generate interest and long term loyalty from organisations outside the Irish Community.
I began the process by creating a logo lock up and graphic identity for the event. This elevated style guide would be applied consistently across the collateral and the event itself so as to communicate a reverence suitable for an event of this standing.
With the style guide developed I put it to work in a series of sponsorship materials. Working with the internal team, we were able to reconfigure the comms from a straightforward numbers driven narrative into a storytelling device that built the emotional connection with the organisation.
I was also able to create a series of email save the dates in order to maintain audience connection and build anticipation for the event.
I was also able to work on a number of design “flourishes” for the event itself, including presentation content, interperative signage and set design.
