Illustrating a unique identity

It can be challenging creating a stylish look on a budget at the best of times, but when you’re creating a high-end, super luxurious look, your options are limited. Most stock photos have that unshakeable ‘stock photo’ look about them. American, insincere, badly posed, grating. Not exactly the right imagery for the event of the year.

The Mayoress’ Ball, hosted by the Mayor and Mayoress of Auckland, to raise money for the Mayoress’ Fund for Youth, needed to attract the giddiest heights of high society to pay the enormous ticket prices and partake in the fundraising auction.  

As a charitable event, The Mayoress’ Ball simply didn’t have the budget for a photoshoot. We were already up to our charitable necks in creating all the collateral for the event - and didn’t have any favours left to call in. What we do have, are some very talented in-house artists.

As the importance of aesthetics in advertising has become more and more apparent, illustration has become associated with some of the most successful brands on the shelves of the supermarket. The kind of illustration most commonly used gives products an artisanal, playful quality. But of course there are many styles of illustration, which can evoke a rainbow of emotions and feelings.

We used an illustrative style to create a feeling of opulence, with sensuous watercolour style strokes of vibrant colour against a velvety black background. Against the rich black, the zingy colour palette popped in promise of an electric night out. Despite the VIPs who would be attending, we did not want to convey a straight-laced event. The energy conveyed in the illustrations was perfect.

Our artist developed three different illustrations as part of a series to promote the night. Each depicted a masked woman in her own luscious colour palette to articulate the masked ball theme. The graphic white of the masks and black of the background was consistent in each to create a clear series and an iconic, distinctive look.

The illustrative look brought the theme to life, with an exclusive, expensive feeling without costing the earth. And it worked. Not only was the event sold out weeks in advance, it attracted the right patrons and inspired them to open their wallets, netting far more than expected at the charity auction and ensuring this would be the first of many more Mayoress’ Balls to come.

To discuss how we can use illustration to create a disctinctive personality for your brand, call Steve on 09 950 2144 or 021 744 960.