PARSONS BENEFIT 2024
The Parsons Benefit is an annual celebration of the transformational role fashion, design and the arts play in today’s world. The evening highlights the work of our students and gathers an esteemed assembly of industry leaders, Parsons alumni, and other luminaries from our global network to recognize recipients of The Parsons Table Award.
Event Graphics for 75th Annual Parsons Benefit
✢ The brief.
To design a multimedia campaign for The 75th Annual Parsons Benefit in collaboration with The New School's Marketing & Communication team.
As part of this campaign, every member of the team had to come up with 3 directions each, out of which one would be selected to represent the event's identity for the year 2024.
✢ To provide some context.
In the Spring of 2024, I was 1 of 8 design students selected university-wide to participate in the University's Design Studio class under the guidance of Lucille Tenazas, Henry Wolf Professor of Communication Design; creating work across platforms such as print, digital, and social media, with key initiatives like the Annual Parsons Benefit and Parsons Festival.
In a competitive selection process, my design proposal was chosen by The New School's Marketing & Communication team to represent the visual identity for the 75th Annual Parsons Benefit. I then took the lead in directing my class to develop the full suite of marketing assets—across print, digital, and social media—for the 75th Annual Parsons Benefit.
'Save The Date'—Digital Invite to 75th Annual Parsons Benefit 2024.
✢ The Design Process
My design process involved working with The New School's brand system, while also utilizing imagery and visuals from the Parsons Fashion Student Work Archives throughout the years. Playing with the themes of 'fabrication', 'tactility in form' as well as 'motions across material', my design consisted of a manipulation of the event name, type setting as well as imagery.
Under my creative direction, we developed assets that aligned with both the marketing campaign and Parsons’ branding guidelines. Our work included a variety of digital ads, such as social media posts, Facebook and Twitter banners, email content, and advertising posters. Additionally, we produced event-specific materials, including the event program, brochure, and assets designed for projection displays.
Banner for Digital Invite page.
REFLECTIONS AND ACKNOWLEDGEMENTS
Working with a team of 8 interdisciplinary designers and the guidance of an experienced professor was truly enriching. The lesson I learnt from this experience was to be intentional with design decisions.
Seeing our collective efforts come to life at the venue, alongside renowned designers such as Thom Browne, Donna Karan, and Marc Jacobs, has been one of the most memorable experiences of my journey as a young designer and student in the city.
This incredible opportunity would not have been possible without the invaluable guidance of our professor, Lucille Tenazas, and the Marketing & Communication Team at Parsons School of Design - The New School, especially Rebecca Sherman and Audrey Singer.
