Background.
A New Leaf's "mission is to provide job training, life skills, and residential services to elevate confident independence and self-sufficiency for people with developmental disabilities and autism." The organization holds an annual garden party to celebrate this mission and raise funds to better pursue it. They approached Third Floor Design for a Save-the-Date mailer, and the above design was selected.
Inspiration.
From the project's beginning, the client expressed a desire to depart from plant-related imagery. Adjectives like "sophisticated" and "creative" were a framework throughout the creative process. Inspiration came, ultimately, from string lights, features that would form a connection with the garden party but avoid trite content.
Process.
Navy and gold communicated richness, even elegance, and this idea came together with an added digital texture. The velvet feel provided a much-needed depth to the design. Choosing typography was a challenge, because of the simple, abstracted style for the string lights; in the end, these elements complimented each other perfectly.