The venue was a 19th century sailing ship docked in Philadelphia. The invitation had to earn it.
Healthgrades was hosting a client dinner aboard the Moshulu during SHSMD, and I designed the full invitation package that landed in clients' mailboxes before they ever set foot on the ship. The distressed aesthetic was intentional, a nod to the years the ship spent on open water, and it carried through every piece in the kit.
Inside a branded folder secured with a signature red paperclip, clients found a letter from the "captain" personally inviting them to join us for a great dinner and better conversation, along with a printed ticket carrying all the important dates, times, and RSVP details. Every element was designed to feel like it had been pulled straight from the ship's quarters.
The experience didn't end at dinner. Each attendee left with a copy of Longitude, the seafaring classic, wrapped in a custom letterpress book jacket I designed to complete the brand story. The closing message inside looked ahead to the work we'd do together. A small but considered detail that turned a gift into a lasting impression.
Healthgrades was hosting a client dinner aboard the Moshulu during SHSMD, and I designed the full invitation package that landed in clients' mailboxes before they ever set foot on the ship. The distressed aesthetic was intentional, a nod to the years the ship spent on open water, and it carried through every piece in the kit.
Inside a branded folder secured with a signature red paperclip, clients found a letter from the "captain" personally inviting them to join us for a great dinner and better conversation, along with a printed ticket carrying all the important dates, times, and RSVP details. Every element was designed to feel like it had been pulled straight from the ship's quarters.
The experience didn't end at dinner. Each attendee left with a copy of Longitude, the seafaring classic, wrapped in a custom letterpress book jacket I designed to complete the brand story. The closing message inside looked ahead to the work we'd do together. A small but considered detail that turned a gift into a lasting impression.
"In a dry category and a complex message, this work found and developed the insight into an integrated theme. The solution reflects a relevant human trust and all components are designed impeccably."
– American Advertising Federation, Awards Judge
Joe Popa, VP Group Creative Director,
Sponge Chicago
– American Advertising Federation, Awards Judge
Joe Popa, VP Group Creative Director,
Sponge Chicago
RSVP ticket
Letterpress Book Jacket
