St. Mary's Catholic School
Mobile, AL
January 2023
- Brand Strategy and Visual Identity
Steak Out Weekend
St. Mary Catholic School expanded their annual one-night fundraising event, Steak Out, into a two-day, five-event weekend experience. They were in need of a rebrand for the Steak Out Weekend event, and all four new events needed to be individually branded in a cohesive way, so that all of the events familied together to engage the viewer.
Client: St. Mary’s Catholic School
Scope: Brand Identity and Design of all supporting materials for a two-day, five-event festival, including website
Overview
With the single event now expanded into five events over two days, with each event targeting a different demographic, the branding and marketing of each event needed to be strategic. Not only were the marketing efforts going to be multiplied, but they needed clarity when promoting each event exactly what it was and for whom it was created. As the inaugural year of four of the events, communication with the local community and general public was going to be imperative to make the events a success.
Each event in the weekend targeted a different segment of the overall audience; one was aimed at men, another was women-only, two were family-oriented, and one was for any adult male or female, and all were open to both the school's parents and supporters and the broader community of Mobile, Alabama. Creating a cohesive umbrella brand for all the event branding to fall under was crucial to the communication efforts, as the events needed buy-in first from the school familes themselves, to serve as volunteers, and then to sponsors and ticket-buyers as well.
I created a fun, engaging color palette, a font pairing, and a set of design elements for all events to share. I also developed an icon and a unique gradient for each event using different combinations of the main colors, so that each event would be easily identifiable. Each communication piece shared common branding elements within the brand color palette, further uniting them. The result was a bright, captivating aesthetic that communicated the fun, celebratory and playful vibe of the entire weekend, with branding that spoke to each audience in a relevant way.
The weekend of events was a huge success, drawing in participation from the broader community beyond the St. Mary family and breaking previous records for attendance. Steak Out Weekend has seen significant growth year over year since the rebrand and expansion in 2023.
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