DESIGN CONCEPT & LOGO DEVELOPMENT
Acclaimed event producer Marcy Blum, named a top planner in the world by Vogue and Harper’s Bazaar, approached us to design the event branding for her luxury client celebration. The desired theme was a concert-poster–inspired identity with a vintage, classic feel that was both timeless and full of energy. Drawing from the historic architecture of the Capitol Theatre, we built the event poster around its iconic façade and stage presence, establishing the visual foundation of the event’s branding. The GemFest logo and overall poster design are both inspired by vintage gig posters—the loose, hand-drawn illustration style, rich textures, and vibrant colors all working together to create a cohesive and dynamic identity. A disco ball descends from the ceiling, integrating into the scene and reinforcing the celebratory atmosphere.
The composition unfolds like a theatrical set: behind the curtains, a glowing disco-sun dips behind skylines representing meaningful places, while small balconies spill sparkling gems into the foreground. The illustration is intentionally sketchy and richly textured—a nod to traditional screen-printed gig posters—giving the overall event branding a warm, crafted, and authentically lived-in character.
INVITATION PACKAGE
The invitation package was the first time guests experienced the event branding in physical form. Inspired by the energy of classic street-team fliers, the outer piece unfolded into a full-color print, introducing the poster-inspired illustration and GemFest logo. Inside, the package included the formal invitation and an RSVP card, both carefully designed with foil overlays on the type, as well as custom holographic stickers that echoed the branding and illustration details.
MERCH DESIGN
We were invited to design an entire line of merchandise for the event, which was an incredibly fun opportunity to bring the GemFest branding to life across apparel and collectibles. The collection included a full-color tee, a monochrome hoodie with an embroidered GemFest logo, flannel pants, a K-pop–inspired tee nodding to a favorite artist, and a specialty hoodie featuring a custom illustrated design inspired by one of her favorite foods, ramen. A Capitol Theatre–branded specialty tote completed the apparel lineup, giving guests a stylish way to carry their items home.
Smaller collectibles—including stickers, temporary tattoos, laminated passes, lanyards, and merch tickets—were designed to match the event identity and tie the collection together.
Photography: Christina McNeill
