YWCA Leader Luncheon

Branding, Social Media, Advertising


This year, under its new leadership of CEO Dorri McWhorter, Birk.Creative developed a fresh take on the YWCA's event branding for its 2014 Leader Luncheon. The Leader Luncheon is an annual event to honor women who are using their global influence to help women all over the world, and to tell the story of the YWCA’s mission and diverse programming.

The Approach

Working in collaboration with YWCA leadership, Birk.Creative developed a fresh creative concept that reflected a change in the event’s focus from previous years. This year’s event focused on the impact that Chicago women have globally, whereas past events were more local in focus. Birk.Creative selected a hot pink color that representative the buzz and energy behind the new initiative, and created an image of a woman carrying the world. This concept stood out from past years’ event branding, and was executed across invitations, stage graphics, event signage and a custom animated video that told the story of the event awardees. Even the structure of the event and guest experience was informed by this cohesive event branding.

The Results

This year’s Leader Luncheon was a resounding success, honoring women, raising funds, and delivering the message that Chicago women have relevant global impact. The fresh branding represents the new energy and vitality of the YWCA Metro Chicago organization and the outlook that the organization is a role model and innovator around critical issues for women.

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