Background
The Brookline Center’s Kids Fund Gala has long been a cornerstone fundraising effort supporting children’s mental health services.
By extension, the organization introduced an “UnGala” model that allows donors to contribute without attending a traditional event. Rather than centering around a single evening, the UnGala shifts the focus to participation, accessibility, and direct impact.
Challenge
Translate the energy of a live fundraising event into a campaign that can drive support on its own.
Solution
A concept-driven identity system built around contrast, language, and momentum.
Results
A campaign that carries emotion and clarity across every touchpoint.
Challenge
Translate the energy of a live fundraising event into a campaign that can drive support on its own.
Solution
A concept-driven identity system built around contrast, language, and momentum.
Results
A campaign that carries emotion and clarity across every touchpoint.
The Objective
Create connection without requiring attendance
The campaign needed to motivate giving without relying on the structure or excitement of an in-person event. The goal was to create something that feels active, encouraging, and grounded in support, prompting people to engage in a different way.
Design Solution
A visual and verbal system built on contrast
The campaign centers on “UN” words that reflect both challenge and strength, pairing terms like uncertain, unnerving, and unstable with unwavering, undeterred, and unstoppable to create a clear emotional contrast. This contrast is carried visually, with the more difficult words receding in soft neutral tones while the positive ones are highlighted in bright, saturated colors. Intersecting diagonal lines move across the layouts, adding energy and a sense of forward motion. The system extends across invitations, donation materials, and digital assets to create a cohesive but flexible campaign presence.
Color palette
Blue
Orange
Pink
Green
Yellow
Challenges & Accommodations
Replacing presence with participation
Without a physical event, the campaign needed to build its own momentum. The identity had to communicate urgency and care while encouraging people to contribute in a more flexible way.
Outcomes
A flexible and recognizable campaign system
The final identity gives The Brookline Center a clear framework for engaging donors without requiring attendance. By shifting the focus from event to impact, the campaign supports ongoing fundraising efforts while maintaining a consistent and compelling presence.
