Toys for Kids
White Christmas Winter Gala
Client
Toys for Kids
Location
Seattle,
WA, USA
Responsibilities
Creative Concepting
Event Branding
Graphic Design & EGD
Creative Project Management
Contributors
EXP Events | Creative & Production
Adrienne Green | Illustration
Emilio Cerrillo | Photography
DCG One | Printing
Toys for Kids is a valued, recurring client of EXP Events. This year, we brought their vision to life with a theme inspired by Irving Berlin’s White Christmas. The client wanted a gala that felt lighthearted and fun, while also capturing the nostalgic charm of the classic film. Our design incorporated elements of Seattle’s own history, blending playful holiday touches with nods to local landmarks and winter scenes to create a memorable, uplifting atmosphere for their guests.
Event Visual Identity
For the Toys for Kids White Christmas Winter Gala, we designed a visual identity inspired by the classic movie White Christmas, reinterpreted for Seattle and the mission of Toys for Kids. Our concept involved transforming part of the venue into “The Rainier Lodge,” echoing the nostalgic feel of mid-century Seattle with themes that would resonate locally, like seaplanes, newspapers, and the beauty of the PNW.
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Since snow is a rare sight in Seattle and carries a sense of hope and excitement, we used it symbolically throughout the event.
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We proposed two design directions to the client:
1. Vintage Seattle Lodge – A warm, nostalgic look with classic lodge elements, primary red and blue tones, and references to Washington’s rugged landscapes and history.
2. Art Deco 1950s Seattle – A more playful, colorful approach that reflected the growth and style of Seattle in the 1950s.
Our client wanted to strategically blend both concepts throughout the venue. This brand guide I produced is the result of those ideas—designing the main ballroom in a vintage Rainier Lodge style, while the rest of the event space embraced a more vibrant mid-century style.
Print Materials
The print package for this event was broad and extended over 8 months. The print assets included a Save the Date, Invites for the Gala and the After Party, a VIP Invite Box, Menus, Bidder Cards, a Catalog, a Scholarship Newspaper, 'Tour Stop' Posters for Silent Auction, Wayfinding Signage, 3 Backdrops, a Scholarship Wall Installation, Hanging Stage Ornaments, a Live Auction Item Wall, and 2 different Window Clings on both sides of the foyer.
Digital Graphics
The digital graphics for the event acted as an extension of our brand identity and already established theme from the print work. Guests were immersed in the White Christmas world from mailouts and social media before the event, to their time spent in the foyer before doors opened to the ballroom and the show began.
