70th Anniversary Celebration Campaign

The Challenge This integrated marketing campaign was developed for the annual meeting, which included a celebration for a major milestone: the 70th Anniversary Celebration of the AAUW Naperville Area (IL) Branch. We are a volunteer-led branch of an organization dedicated to advancing equity for women and girls through advocacy, education, and research. The objective was to create a cohesive, multi-channel visual identity that honored seven decades of local history, celebrated a record-breaking $15,000 fundraising year for scholarships, and unified every aspect of the celebration from initial digital outreach to the day-of attendee experience. The Design Concept The core design concept centered on books and literature, a deliberate nod to the branch’s signature annual used book sale, which is a fundraiser for the scholarships awarded during the annual meeting each year. The visual system anchored itself in the branch’s brand colors but introduced nostalgic, sophisticated elements to evoke a sense of institutional pride. The design language used a vintage-modern aesthetic that felt both celebratory and prestigious. Execution The campaign was versatile and translated its distinct aesthetic seamlessly across digital platforms, print collateral, and tactile event experiences: • Digital Outreach (Social Media, Emails, & Webpage): The campaign kicked off online with a dedicated webpage and a suite of coordinated social media and email invitations. These digital assets utilized the brand palette and book motif to build anticipation, streamline registration, and highlight the organization's historic milestone. • Multimedia Storytelling (Historical Video): A custom historical video brought the 70-year timeline to life. The video incorporated the campaign's typography, pacing, and visual framing, ensuring the branch's history felt directly connected to the modern event. It was shown during the celebration and is now on our digital channels. • The Event Experience (Program Booklet, Lanyards, Cookies): On-site, the concept took physical shape. The 12-page event program booklet (also entered separately) featured a "vintage yearbook" cover and functioned as both a guide to the evening and a keepsake. Attendees wore custom-designed lanyards that elevated the look over previous year’s use of standard off-the-shelf nametags. Custom-designed cookies featuring the anniversary graphics provided a memorable, sweet touchpoint that delighted guests. The Result The integrated campaign successfully transformed a standard annual meeting with an anniversary celebration into a fully immersive, branded experience. By connecting digital marketing, video storytelling, print collateral, and experiential touchpoints under a single, meaningful design metaphor, the campaign did more than just promote an event – it made the members, volunteers, honorees, and scholarship recipients feel deeply seen, celebrated, and unified in the AAUW mission.