Program / Magazine: In the years prior, the item every family or attendee received was a 17” x 22”, double-sided french-fold brochure mimicking a daily newspaper. This would contain ALL the pertinent information for the entire event. While the concept was enjoyable, there was entirely too much information on the piece, resulting in a cumbersome design that made finding information difficult. Additionally, I couldn’t imagine parents trying to open this large brochure, while attending to their children every time simply to find a restroom. My solution was to create a 28 page magazine. Not only would this be much easier to handle for attendees, but it would afford me the ability to do more like: use full page photography, use of negative space to elevate the design esthetic, create ad space, and allow users to easily find information with a table of contents. 

Results: It was an overwhelming success! And with my years of print experience, I was even able to come in under cost of previous years with more units printed. Luckily I had a great co-worker that handled the copy, leaving me the ability to make this a design standout. Excitement and praise came from all of the property for the new concept. 

Design & Execution: “Vintage-modern” is one of those terms that can send chills down a designer’s spine; almost like asking for something that is both hot and cold. After receiving the art direction I dove into an archive of vintage Macy’s ads for my inspiration. I wanted a look that would feel like going through your grandmother’s Christmas chest. Using vintage ornaments and figures set to solid backgrounds with negative space was my plan of attack, however I had concern for my ability to carry that look across the entire property.

Results: I and my supervisors couldn’t have been happier with the “vintage-modern” look. Once I found the design melody during the creation of the magazine, I was easily able to translate it onto every design piece across the event. Pairing timeless with a current feel can be difficult when making walkway path signs or custom wrapping a zamboni, but I have to say, seeing the results of months of hard work encapsulating an entire themed event was exhilarating.