3RD ANNUAL CHARITY GOLF CLASSIC
Organization: Rose of Sharon Services For Young Mothers
Mediums: InDesign, Photoshop, Illustrator, Canva
Styles & Techniques: Publication/Print Design, Interactive PDFs
I was tasked with revamping the Annual Charity Golf Classic's promotional materials. This included creating a new Sponsorship Package, logo, banner, main flyer, event program, and social media content. Some of this material is featured on the archived 2022 registration page (linked below), including the Sponsorship Package, sign-up sheets, and the event banner at the top. Daily social media content was generated in the lead up to the event, including Stories and Posts with on-brand images, animations, and tagged accounts and hashtags to enhance outreach and engagement.
*Files available upon request.
SHORTCUTS
GOLF CLASSIC LOGO
The first step in the rebranding was creating a proper logo for the event. Rose of Sharon's official font, Muller, was incorporated to remain on-brand and bolded letters in all caps were utilized to emphasize the title. Mistral, a handwriting font, was also utilized for the logo to simultaneously provide a sense of formality as the Golf Classic is an esteemed event. The accompanying heart illustration proved a favourite among my colleagues, the design reflecting our tournament's charitable intent. The logo's original file is also editable, allowing for the '3rd Annual Charity Golf Classic' logo to be altered as necessary in time for each year's tournament.
2022 SPONSORSHIP PACKAGE (INTERACTIVE PDF)
Draft #1
The creation of the cover helped to refine and establish the branding guidelines for the tournament's revamped materials. Key elements included the logo and the 'swoosh' accents featured on the cover. The header design became a standard in all primary materials, as it was also used in the flyer, raffle prize letter, email signature banner, and event program.
In the initial cover draft, the 'swooshes' were designed to complement the photograph and convey a sense of action and movement; notably, the bottom swoosh follows the direction of the golfer's swing. Other design considerations included making the Golf Classic logo larger than all other elements on the page and using the lighter, sleeker style of the Muller font to create a modern, approachable, and clean look overall. As an interactive PDF, several images and text boxes were linked to clickable elements, including logos for the Rose of Sharon and Silver Lakes.
Approved Cover
The final cover of the package largely maintained the structure of the first draft, although we decided to change the cover photograph. While the original represented that, statistically, most attendees were men, our team felt it was important to showcase greater diversity and the camaraderie often associated with golf. As a result, we opted for an image featuring a foursome with both men and women, which we believed better reflected the event's spirit. Additionally, the warm colours of this photo harmonize well with Rose of Sharon's signature colours, white and burgundy.
Inner Pages
To maintain consistency, waves and swooshes were used as design elements and photo frames throughout the package. For example, Page 1 features a wavy header framing an image of a diverse group of mothers with their babies. This photograph effectively represents Rose of Sharon's primary demographic and its mission to support young mothers from all backgrounds.
Page 1 also illustrates the package's use of links: readers can click on any program icon to access additional information about that program. Furthermore, Page 1 establishes a banner that appears at the top of each page, which includes a link to Rose of Sharon's main website on the upper right. When hovered over, the web address becomes bolded, making it easy for readers to click and visit the site.
In selecting photographs, I focused on images that showcased Silver Lakes Golf & Country Club, featured golf-related items, and aligned with Rose of Sharon's branding and services. My superiors were particularly enthusiastic about the photograph of the baby girl playing with golf balls. This image, which serves as the header for the "Top Sponsorship Opportunities" page, cleverly blends elements of golf and childhood, ensuring consistency with Rose of Sharon's branding. This photograph went on to be frequently utilized in promotional materials for the golf tournament.
To present the sponsorship opportunities, each text box was designed with a gradient feather effect to create a softer appearance, and the boxes gradually decrease in size as the value of each package decreases. Special attention was given to the initial version of the "Sponsorship Opportunities" page, where both packages were of equal high value. I chose to display their information in upright text boxes that stand tall and are equal in height.
The photographs featured on these pages were wonderful finds, taken during the 2021 Charity Golf Classic. I believed including these images would add a personal touch to the package, making it more engaging than using generic stock photographs. They also provide potential sponsors with an authentic preview of what to expect from the event.
I was particularly creative with the accents and frames on these pages, allowing me to integrate multiple photographs seamlessly. The swooshes served as effective dividers between the photos. Additionally, I added a gradient feather to these swooshes, softening their appearance to ensure they do not come across as overly bold or distracting.
Once it was confirmed that The Food Network's You Gotta Eat Here's John Catucci would serve as our celebrity guest and MC, I created a template to be used for both the promotional package and as a stand-alone flyer. I incorporated gradient-feathered swooshes to frame Catucci's headshot, using shades of blue that contrasted well with the black backdrop. Additionally, I left space for a description along with Catucci's social media handles and IMDB page, making sure these links were embedded for easy access.
There were differences in the information required from corporations and average golfers, so we created two separate sign-up sheets. We incorporated checkboxes, text fields, and buttons that change to a lighter shade when hovered over, enabling users to enter their information electronically and submit their completed forms to us. The 'Pay Now' and 'Donate' buttons at the bottom of each page are functioning links to the relevant pages within the Rose of Sharon website. Additionally, we included a 'Refresh' button to allow users to clear the page if necessary.
The final pages of the package would showcase the sponsors and prize donors for the 2022 Golf Classic. All logos were clickable, allowing readers to visit and learn more.
WEBSITE BANNER
2022 Banner
The 2022 banner, featured on our registration page, needed to align with the design of the new sponsorship package while appearing more refined than last year's banner. We utilized a gradient-feathered swoosh once again, enhancing the template's sleekness. This swoosh also effectively trimmed a significant portion of the photograph, creating sufficient white space for the logo, date, and time. As expected, the tournament logo is the most prominent element on the banner.
TOURNAMENT FLYERS
A main flyer for the Golf Classic was needed, along with additional templates for routine social media posts formatted for Instagram's square layout. While the main flyer was designed in InDesign, the other two flyers were created in Canva to allow for easy edits and collaboration. The simple and charming illustrations available in Canva were used to enhance the design with suitable decorations and page accents.
HOMEPAGE BUTTON
I was also tasked with creating a banner and button for our homepage to guide visitors to the registration page. As previously mentioned, the photograph of the baby girl playing with golf balls was a favorite among my superiors and was deemed perfect to represent both the event and the RoS brand. Additionally, it complemented the images of young children scattered throughout the homepage seamlessly.
Final Button Mockup
First Button Mockup
Interactive Page Mockup
.jpg)
GOLF CLASSIC PROGRAM (PRINT)
Highlights
This program was created for distribution at the 3rd Annual Charity Golf Classic. It outlines the schedule, games, meals, auction and raffle prizes, as well as our sponsors and prize sponsors, including several ads created by me.
RAFFLE LETTER
The raffle letter closely follows the format of the "Who We Are" page in the Sponsorship Package. It was sent to potential prize sponsors to introduce Rose of Sharon and its services. The design features gradient-feathered swooshes that serve as framing elements for both the photographs and the text. This layout ensures there is ample space for the content while still allowing room for thematically relevant images. The letter includes photographs that reflect both the Rose of Sharon brand and the sport of golf. Notably, one photograph in the corner shows a young mother teaching her daughter how to swing a golf putt.
SOCIAL MEDIA CONTENT - THANK YOU TO OUR SPONSORS
The following animated Instagram Stories, created in Canva and scheduled for daily posting, were created to drum up excitement in the months leading up to the September 22nd tournament. Concepts, layouts, and animation were often created within a morning to ensure ample time for feedback, edits, and posting by mid-afternoon. Additional creativity was necessary when creating Stories thanking our monetary and prize sponsors; we needed to incorporate the branding guidelines of each company to advertise their services whilst thanking them. Quality output with each submission was thus necessary. Rose of Sharon's website and any relevant account mentions and handles were also required for each Story. For future reference, these Stories were also all archived in a Highlights collection named "Golf Classic" on Rose of Sharon's Instagram page.
As my higher-ups were mostly unfamiliar with creating and posting Stories, I was placed in charge of doing so up to the golf tournament date. Before the end of my contract, I created an in-depth social media tools guide (linked above) that details each step and may be used by company members for future posts.
Selected Instagram Stories - Click to Play!
Selected Reel Versions - Click to Play!
To allow viewers to access these thank you posts past Instagram Stories' 24-hour expiry date, post versions were also created: each Story was reworked to fit the Instagram Square format. Also, as my higher-ups were inexperienced in adding Instagram handles/mentions and reel cover images, both of these tasks were completed by me. Step-by-step tutorials regarding such were included in the social media tools guide above.
My higher-ups also consulted me on how they may increase their outreach. Aside from mentions to encourage reposts, I also researched the most popular golf hashtags. This ensured that these posts reached our desired demographics for the event. I created a collection of the following hashtags for the Golf Classic Posts:
#yorkregion #ontario #golftournament #charitygolftournament #golf #golfer #golfing #golflife #golfcourse #golfswing #golfstagram #golfclub #golfaddict #instagolf #golfers #fundraiser #charity
By the time we reached the date of the Charity Golf Classic, we had reached 2.7K accounts in the last 30 days.
