Overview
For The Poetry Society of New York's annual Fall Gala, I developed a comprehensive identity for the masquerade ball-themed fundraiser. This project was an opportunity to craft a distinct visual world that combined poetry, mystery, and theatrics, transforming the event into an immersive narrative experience. My goal was to create a flexible and expressive system that promoted the event while simultaneously evoking the emotional tone.
Down The Rabbit Hole
The brand story was centered around an original character, The Lucky Rabbit, that invites audiences down the rabbit hole into a dreamlike world. Every element was designed to create a space that is equal parts elegant and eerie. Visual direction drew inspiration from magical realism, tarot cards, and whimsigoth elements.
Design System & Assets
Following the worldbuilding, I designed a graphic system incorporating gothic typography and the recurring motif of rabbits and stars. The deep color palette helped enforce the moody and intimate atmosphere. I created a series of reusable social media templates and story assets to support marketing.
Interactive Marketing Extension: Tarot Cards
To deepen audience engagement, I designed and prototyped a digital tarot card pull experience to be hosted on the organization's website. Visitors are invited to pull a card and reveal their poetic fortune. This interactive element creates personal intrigue while supporting the event's marketing goals. It serves as a teaser and a shareable asset, helping users feel part of the world before they arrive.
Conclusion & Reflection
This project allowed me to explore how event identity and storytelling come together to shape an experience. The Masquerade Ball branding invites audiences to not just attend an event but to step into a whimsical and gothic world.
This project is still evolving as the event approaches, with additional assets to come.
