The venue was a 19th-century sailing ship docked in Philadelphia, and the invitation had to earn it. For a Healthgrades client dinner aboard the Moshulu during SHSMD, I designed a full package, from a captain's letter to a printed ticket to a custom letterpress book jacket, that turned an invite into the first chapter of the experience.
It went on to win recognition from the American Advertising Federation, with an actual agency creative director calling out the conceptual insight behind it.
My Role
Concepting: Developed the seafaring "captain's letter" idea and the distressed, pulled-from-the-ship's-quarters aesthetic that tied the whole kit together.
Design: Designed every piece in the package, from the branded folder and ticket to the letterpress book jacket.
Production: Managed production end to end, including the letterpress printing.
"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
