Vintage circus-themed graphic with a dark blue background features the text 'Believe in Brookline Kids' above a yellow and teal striped circus tent labeled 'Gala.' Ornate corner designs with circular patterns add a festive feel.
Background

Each year, The Brookline Center hosts a signature fundraiser that helps sustain vital mental health programs for children and families.

Long known as Believe in Brookline Kids (and renamed as Kids Fund Gala post-Covid), the fundraiser serves as both a major source of financial support and a moment to bring the community together around a shared purpose. For this particular event, the Center requested a circus-inspired theme and engaged us to develop the event identity and supporting materials.

Challenge

Translate a theatrical theme into an elevated, mission-appropriate event identity.

Solution

An identity system that drew from both vintage circus aesthetics and Art Deco influences, blending theatrical references with structural elegance.

Results

An immersive event presence that supported engagement and fundraising momentum.

Challenge

Translate a theatrical theme into an elevated, mission-appropriate event identity.

Solution

An identity system that drew from both vintage circus aesthetics and Art Deco influences, blending theatrical references with structural elegance.

Results

An immersive event presence that supported engagement and fundraising momentum.

Invitation suite for The Brookline Center's Believe in Brookline Kids gala featuring 2 gold envelopes, dark blue invitation pages, and a white RSVP card. Each features gold elegant circus-themed elements.
The Objective
Create a compelling visual identity that enhances the event experience

The goal was to design a circus-themed event brand that could anchor the entire fundraiser—from invitations and auction materials to signage and environmental elements. The identity needed to feel immersive and intentional, helping guests feel connected to both the event and the cause it supports.

Three white notecards with bold navy borders overlap on a textured blue surface. At the top of the notecards reads "Believe in Brookline Kids" in blue and gold, with a colorful circus tent illustration at the bottom.
A blue and gold circus-themed invitation with "Believe in Brookline Kids" text. Features a circus tent and the phrase "Come One, Come All" on a dark background with an ornate border.
Design Solution
A cinematic visual language inspired by classic spectacle

The identity incorporated Art Deco typography, ornamental framing, and subtle circus references such as tent-inspired forms and expressive lettering. A darker palette established depth and atmosphere, while careful adjustments ensured alignment with the venue’s red accents. Each deliverable, from auction materials to table numbers and signage, was designed to work together as part of a cohesive visual environment.

Aerial performer on red silks above a lively gala, with vibrant string lights and draped fabric overhead. Guests in formal attire socialize below.
Color palette & Typography
Dark Navy
Navy
Blue
Red
Gold
Text on a dark background reads: "An event identity that transforms a theme into an atmosphere."
Challenges & Accommodations
Juggling refinement while embracing theatrical influence

Circus themes can easily skew playful or decorative, so striking the right tone was a balancing act. The challenge was translating theatrical references into a visual language that felt sophisticated and composed, rather than overly playful. Because the identity extended across many physical applications, every detail needed to work both independently and as part of a larger, unified experience.

Vintage-style ornate border surround a circus-themed invitation with a red and gold circus tent, saying “Believe in Brookline Kids.”
A stack of black auction tickets with a thin red border and a sunburst pattern. Bold, white text reads "Auction Ticket Admit One."
Outcomes
A cohesive event experience that strengthened presence and participation

The identity helped establish a distinctive tone for the fundraiser, creating a sense of occasion and continuity across all touchpoints. Guests enjoyed a consistent visual experience throughout the evening, reinforcing the event’s significance and the mission behind it. The resulting system provided The Brookline Center with a strong fundraising platform while contributing to a spectacular event in support of an unforgettable cause.

A series of table numbers with bold golden numbers 1 to 8 on a dark, fan-like patterned background. Red accents and ornate corners add an elegant touch.