ACLU Centennial Gala
Wide Eye partnered with the American Civil Liberties Union (ACLU), developing the visual identity for the Gala and after party in New York City, marking 100 years of the organization’s achievements.
Designing for a Landmark Moment
With consideration to the ACLU’s core brand, the goal was to make all collateral visually unique, and undoubtedly ACLU.
Building from the brand typeface and palette, we adopted a thin weight of GT-America for elegance, and focused the wide brand palette to three core colors for the gala: red and black, with the introduction of gold for formality.
Photography was consistently black and white, closely cropped, and focused on a singular person within ACLU’s work. This focus was meant to link us to each story and case, reminding us of the power of each person toward a more just America.
Using ACLU’s logotype, an animated pattern was formed, collectively creating a 100.
images: Screen animation, Program
The project kicked off with a collaborative brainstorm session to identify goals, target attendees, and a positioning statement. Using exercises such as archetypes and a theme derby we were able to start the project with a clear vision for the event, and the experience for attendees online and in-person.
image: Theme Derby workshop
Starting with a save the date and carrying through sponsorship packets and a formal invitation, every piece of printed communication was designed and planned to inspire attendees, encourage ticket sales, and communicate the impact of 100 years of the ACLU.
images: Save the Date, Stationery Suite, Invitation Suite
Making it Memorable
Every piece of decor and directional signage was designed to bring 100 years of the ACLU to life.
images: Cocktail Menu, Tote Bag, Credentials
A Digital Home
The ACLU Centennial Gala website was an extension of the brand digitally. Its modular design allowed flexibility for updates as the event continued to develop. Designed to advertise the event for ticket sales and also provide details to attendees, the site was a digital asset for communications and marketing that featured information about the host committee, honorees, sponsors, schedule, and logistics.
Fight for Our Rights Party
The after party adopted a shift in tone to activism. Issue areas important to the ACLU were expressed using the full ACLU color palette, and varied weights within the ACLU’s typeface family, GT America. The vivid combination of color and type served the 20–30 year audience well in keeping the tone light, and the content for engagement powerful.
images: Issue Area Signage, Cocktail Menu, Social Media Graphic
The gala would have taken place on March 31, 2020.