An oldie, but goodie post from the archives — an sampling of my creative process and inspiration. I love “branding” events and give them that extra special touch.

A Quick Background Story: A few years ago, I was approached to design an invitation for the Madison Claire Foundation’s first major fundraising gala. The gala theme would surround the Roaring 20s and be held at the historical Van Dusen Mansion in the heart of downtown Minneapolis. The purpose was to raise donations to build Madison’s Place, a 15,000 square foot, completely handicapped accessible playground where children and parents, with and without disabilities, can experience the joy, a sense of freedom, the excitement of climbing up onto a playground.

That was all the information I was given to create the invitation.

Given this fundraiser was for building a children’s playground, I didn’t want the sexy flapper or the pin-striped gangster to illustrate the event. Besides, these were tired, cliché images of the 1920’s.

The first thing I do find the “right” direction to take a project is research. Right off, I knew I didn’t want to use “Roaring 20’s Gala” as the theme — it was just too generic. It had to have more substance to be more memorable and to create a design around.

Strike up the band.

Given the rise of jazz bands and phonographs during that period, I started exploring music for a possible gala theme. At the core of the Madison Claire Foundation is the memory of a child who was born with a disability that ultimately took her life. The song “I Can’t Give You Anything But Love” felt so right — but first I had to check to see if it was introduced during the 1920’s.

Most people remember the song from the the screwball comedy Bringing Up Baby (1938) in a scene where quirky heiress Susan Vance (Katharine Hepburn) and befuddled paleontologist Dr. David Huxley (Cary Grant) attempt to coax a surly leopard named “Baby” off the roof of a house by singing “I can’t give you anything but love, baby.”

But here’s the history behind the song.

“I Can’t Give You Anything But Love” was a popular American song and jazz standard by Jimmy McHugh (music) and Dorothy Fields (lyrics). It was introduced by Adelaide Hall at Les Ambassadeurs Club in New York in January 1928 in Lew Leslie’s Blackbird Revue, which opened on Broadway later that year as the highly successful Lew Leslie’s Blackbirds of 1928 (518 performances), wherein it was performed by Adelaide Hall, Aida Ward and Willard McLean. My song pick fit into the 1920’s!

Roaring20s Gala Invitation Cover Design

Next, imagery.

No sexy flapper. No pin-striped gangster. So what now? Research led me to fads and fashion, color palettes and home decor of the 1920’s. Feathers were used in women’s headdress and table center pieces. There was an ongoing interest in world travel (Charles Lindbergh had made his transatlantic flight in his Spirit of St. Louis  from New York to Paris in 1927), and exotic places. That’s when I decided a single peacock feather would be the perfect emblem for the gala invitation.

Invitation Typefaces. Out of that era, of course, to give the right feel, elegant, but readable. The faces Gatsby with its clean lines and Coventry Garden curvy swishes (to mirror the peacock feather) won out.Madison Claire Foundation Roaring 20s Fundraiser Gala Invitation Inside SpreadInvitation Copy. There were colorful expressions that came out of the 1920’s, some are still used today. The idea was to sprinkle a little slang into the copy, but not go overboard otherwise it would read ridiculous. The back side of the invitation had information about the Madison Claire Foundation and its mission to build an all inclusive playground for children and their caregivers.

Madison Claire Foundation Roaring 20s Gala Fundraiser Invitation Back Cover

Oh, those keen little details.

As a follow up to the invitation design, I created a Save the Date postcard reminder fashioned after a 1920’s style postcard, complete with the stylish “Postcard” typography on the back.

Roaring 20s Gala Save The Date Postcard

Doing all this background research brought authenticity to the design and was so much fun to do — I learned more about the 1920s than ever — what happened during that decade before it all crashed, people’s perspectives, the music, pass times, literature and movies. For one, I discovered the 1920’s was the first decade to emphasize youth culture over the older generations, (just in case you thought millennials were the first to get all the attention), and the flapper sub-culture had huge influence on main stream America. You learn something new every day.

POSTSCRIPT: Feedback from client: “Everyone that has seen the gala invitation has loved it!!  Many many compliments….everyone loves the peacock feathers you came up with.  “Absolutely Beautiful” is what I keep hearing….”

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