“Joy to the World” Event Campaign
The City Church
Branding and Image Manipulation
The project brief was to create the branding and marketing for a yearly event that attracts thousands of attendees. The challenge? The only information I was provided was the event date and the title of the event. I made it my mission to create a concept that would not only dazzle attendees but also inspire the event team. Not only did the branding influence the event team, but the event also attracted a record breaking attendance.
Design Concept
I wanted to create an immersive branding experience on a small budget so I took an image-manipulation approach. I wanted possible attendees to feel like they were there experiencing that moment and unwrapping joy for themselves. I also wanted to create branding that isn’t typically synonymous with the word “joy” or the usual Christmas winter wonderland theme.
How the image was created
I wrapped a box in brown paper, propped up some wood letters, and wrapped white lights in and around the box. In low lighting on a cement warehouse floor, I took a photo for what would be the base of my design. Then came the photoshop magic. I clipped out stock photos of ferns, moss, small leaves, mushrooms, logs, and ribbon, and spent many hours creating lighting effects and layering all of the elements together.
Supporting Collateral
Final collateral included printed flyers and mailers, email campaigns, community posters, a landing page, and social media images.
© 2025 Stacey Berglind. All rights reserved.