How do you plan a redesigned event while communicating decades-old values?

The Challenge

I was charged with helping LeMoyne plan logistics of it’s third annual Art & Soul Celebration fundraising gala, one of the primere social events in the Fall  in Tallahassee, and position the Celebration in alignment with its theme: “Treasures of LeMoyne.”

Strategic Approach

Since LeMoyne was on the heels of a struggling announcement a few months prior, I conceived language to capture the notion that the works for auction were those from North Florida’s and the world’s most beloved artists. The messaging carried throughout all print and online materials including the event website, press releases and pitches and programs. In addition to verifying and identifying art work in LeMoyne’s inventory, I sifted through LeMoyne’s archived documents in order to piece together the biographies of over twenty-five artists. All copy was placed on LeMoyne’s newly designed website. Design work included reformatting sponsor information sheets and advertising specs.

The Results

Art & Soul 2010 raised over $60, 000 and was met with glowing reviews in the Tallahassee Democrat.

The Article

The Sponsor Sheet

Selected Biographies

Selected Placements

Tallahassee 365 Project

Impressions: 500

Visit Tallahassee

Impressions: 16, 113

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