Girl Scouts of Northeast Texas
Women of Distinction Luncheon 2019
Art Direction + Design
The Women of Distinction Luncheon is the Girl Scouts of Northeast Texas (GSNETX) signature philanthropy event. Members of the North Texas community are invited to celebrate Girl Scouts, honor local leaders making an impact, and invest in the Girl Scout mission. The honorees, whose ethical leadership, professional accomplishments, and community contributions make the world a better place are strong females and one Man Enough to Be a Girl Scout.
The work I did for the 2019 luncheon is one of my favorites for many reasons. I worked closely with the Fund Development department to come up with the theme “Courage, Confidence, and Character.” These three words are the embodiment of what Girl Scouts stands for. They are at the heart of the Girl Scout mission and something I find myself constantly inspired by. Because these words hold so much weight, I wanted to make them the central focus of the event branding. I opted to find a beautiful ornate font that could carry the presence of the words while implementing inspiration from art deco patterns to bring in some depth. The theme was woven throughout event messaging.
I found some great ideas for the direction I wanted the photography to go that involved the type enveloping girl figures. The concept was that the Girl Scouts literally and figuratively embody these characteristics of courage, confidence, and character and I wanted that to come across visually. I wanted to show the girls in their uniforms as well as wearing something they would use doing extracurricular activities. It was important for me to showcase that while girls are building these three skills at Girl Scouts, they carry them wherever they go and in whatever they do. I worked with my marketing director to cast the girls and we asked them what other activities they were passionate about outside of Girl Scouts. Diversity was of utmost importance in the casting. I worked with the photographer to direct the shoot and get the perfect photos. In the images below you can see a series of the finished product. We printed these on banners that would line the entrance to the event venue. We opted to expand the color palette of the type so we could use the banners and images in other capacities. I can confidently say this is one of my most memorable projects.
