What we did

Event Design and Assets

Client

McGrath Foundation

Completion

December 7, 2023

Background

The Jane McGrath High Tea is an annual event held on Day 3 of The Pink Test to honour Jane McGrath, the late wife of Australian cricketing legend Glenn McGrath and co-founder of the McGrath Foundation. This event is a highlight on the Australian sporting calendar, celebrating all things pink while providing a memorable luncheon and entertainment experience. Guests are taken on an inspiring journey through stories showcasing the impact of their continuous support on individuals and families affected by breast cancer.

Objectives

This year, the theme for the Jane McGrath High Tea is "Bright, Bold, Beautiful, Happy & Pink," with a focus on vibrant and lively aesthetics. The primary objectives are to:

  1. Celebrate the Legacy: Honour the memory and contributions of Jane McGrath while promoting the mission of the McGrath Foundation.
  2. Raise Awareness: Highlight the continuous need for breast cancer support and the vital role of McGrath Breast Care Nurses.
  3. Engage and Inspire: Create an engaging and inspiring atmosphere for guests through visual and interactive elements.
  4. Fundraising: Encourage donations through various means such as raffles, silent auctions, and live illustrations, to support the goal of increasing the number of McGrath Breast Care Nurses from 200 to 250 by 2025.
  5. Stakeholder Alignment: Ensure that the event assets align with the brand guidelines of external stakeholders like HCL, incorporating their logos seamlessly into the design.

Approach

For this year’s Jane McGrath High Tea, we implemented the brand mark that we designed for previous years with a fresh colour variation to match the "Bright and Bold" theme. This consistent yet refreshed branding was crucial for maintaining recognition while aligning with the event's vibrant aesthetic. The approach involved comprehensive asset creation, rolling out the updated brand mark across a wide range of print and digital assets, including welcome posters, bar decals, social media assets, invitations, event air assets, GalaBid assets, lectern signage, menus, digital display screens, table numbers, and website assets. Ensuring colour and theme consistency, all materials reflected the bright, bold, and beautiful theme, creating a cohesive and lively atmosphere. Collaboration with stakeholders, particularly integrating the HCL logo according to brand guidelines, ensured a seamless and professional appearance. Versatility in design was achieved by creating social media assets that the team could use on-demand, allowing for flexible and timely promotions.

Results

The implementation of the branding and assets for the Jane McGrath High Tea 2024  yielded positive outcomes. The use of the updated brand mark and consistent theme strengthened the event’s identity, making it instantly recognisable and visually appealing. The vibrant and cohesive design elements created an engaging atmosphere, drawing positive feedback from attendees and participants. The seamless integration of HCL’s logo and other stakeholders' branding ensured professional and harmonious visuals across all materials, satisfying external partners. The well-designed assets for raffles, silent auctions, and live illustrations facilitated smooth and successful fundraising activities, contributing to the goal of increasing the number of McGrath Breast Care Nurses. Overall, the event provided a memorable and impactful experience for guests, furthering the mission of the McGrath Foundation and honouring Jane McGrath’s legacy.

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