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The Liberty Ball
Freelance | Brand Identity, Logo Design, Logo Animation
Illustrator
AfterEffects
Photoshop
Canva
What's This?
The Liberty Ball is an annual Philadelphia-based gala and year-round fundraising effort to support the Penn State Dance Marathon (THON) and its sole beneficiary, Four Diamonds, in their mission to conquer childhood cancer.
The Process.
Over a 6 month period, I worked with the marketing team of the volunteer organization to redesign their logo and create a visual identity and branding guidelines. In terms of a logo, the goal was for it was ideally come up with a design that screamed "Philly" (no cheesesteaks or Philly pretzels allowed:/) and combined it with the professionalism of THON and the Four Diamonds Foundation. When it came to branding and creative direction, they wanted a streamlined, professional feel portrayed in their official collateral while encapsulating the joy of the actual gala through social.
Previous Logo
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"We want Liberty Ball to have a more formal feel to the organization and be more cohesive when looking at the sister organizations (i.e. THON, Four Diamonds, other THON Alumni Galas) and the mission of conquering childhood cancer."
"We are hoping to be able to approach and secure larger corporate sponsors upon rebranding."
Process Sketches
Other Concepts
The Product.
The final product of this project was received well, perfectly encapsulating the essence of the Liberty Ball. The vibrant representation and thoughtful design resonate with the of this 20-year-old event. I am so proud to showcase a piece of work that was successful, but also will help produce more good in the world. Thank you to everyone involved in bringing this vision to life! *See Above Gallery*
The Logo.
The inspiration behind this logo was mainly the Liberty Bell, which the name of the gala plays off of. The famous crack in the bell is what makes it so recognizable. In other words, the imperfections or hardships that it went through only strengthened its worth. I found that same concept in THON, represented by the ribbon. Replacing the crack in the Liberty Bell with the cancer ribbon showcases the strength these children have despite the tough times they face, ringing their fights for all to hear.
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The Branding.
In terms of branding, there were a few stipulations: we had to align with the branding of THON and Penn State without stealing it exactly. While this proved to be a challenge, I believe we came out with an professional, streamlined identity that will aid in the procurement of more sponsors for the gala and in turn Four Diamonds and children and their families affected by childhood cancer. Deliverables included a full branding guidelines book and style guide, photography direction, creative direction, a sponsorship packet, poster/social design, and logo animation.
Photography: Outlandish Creative Co.