![by PELEG TOP [ top design, los angeles ]](intro_files/shapeimage_4.png)
As a graphic design studio focused on design and branding for special events, we often look for sources of creative inspiration, but had difficulty finding books showcasing incredible invitations, spot-on promotions, or other outstanding designs for events. So we decided to write our own.
The process of putting this book together was full of pleasant surprises. After we issued a call for submissions, we were thrilled by the response from the design community and the number of projects we received. In this generation of electronic invitations, we were at first shocked and then encouraged to see that print is still alive and well in the special event industry. We were impressed by the obvious care, inventiveness and the high production values exhibited in many of these pieces.
Creative professionals recognize that designing for special events is a distinct discipline because its designs are inherently short-lived, generally seen only for the duration of the event and then never seen again. Because it doesn’t need to stand the test of time, the work can be completely of the moment. This ephemeral nature affords the designer the freedom to take risks, to be innovative and creative, the two qualities we specifically wanted to include in this book.
While most graphic design aims to promote a company or product, special event design promotes a singular experience. Special event designers need to capture the mood and excitement surrounding the event even before it begins by creating a promotional piece that evokes those emotions while identifying what makes the event memorable or unique. The initial project—a save-the-date mailer, an invitation or a promotional poster—must make the guest eager to attend. When we were judging submissions for this book, we looked for this engaging quality, asking about each piece, “Does this make us want to attend?”
In sifting through the nearly 1,500 submitted pieces, we were struck by the overall quality of the work and by the variety of events represented. We saw designs for everything from benefits to elaborate sporting events, to film festivals, and weddings, and a myriad of other types of gatherings. We were especially surprised at the number of beautifully designed fundraising and nonprofit pieces received and were thoroughly impressed with how designers were able to meet the difficult challenge of promoting a cause that affects people in a personal (and often tragic) way, while capturing the fun and positive nature of a fundraiser.
In organizing all of these projects, we found that everything fit into one of eight categories: fundraising, entertainment, sports and automotive, community and education, business, awards, art and design, and private parties.
Among the 500 exceptional designs that we compiled to create this book, we’ve singled out 19 events for case studies. The selected pieces either showed the seamless evolution of design in multiyear events or involved elaborate systems that were carried through an entire event, from invitations to signage and elements of the décor. Each of these 19 case studies represents a unique special occasion a serious fundraiser, an energetic sporting event, or an exciting music festival for which each designer perfectly captured a mood and sentiment.
The quality and scope of event designs that we discovered while creating this book were both eye opening and encouraging. We hope you have a similar experience as you flip through the pages.
Enjoy!
Peleg Top
Los Angeles, 2008
