MADCAPS

MADCAPS is a San Diego organization for 7th through 12th grade girls and their mothers. Throughout the year, each grade level partners with local philanthropies in order to help build relationships and character. At the end of each year, a choreographed show features each class in order to raise money. The show's program included highlights on each class along with a variety of accompanying information. The look and feel had to be modern, feminine, and charitable. The layout, grid, and text hierarchy were created to be flexible for a wide number of pages and information. The deep pink was chosen to reflect the girls and women featured throughout MADCAPS. The logo draws from the letter "M" (to use the first initial in the organization's name), a wave (to place it locally in San Diego), a jester hat (to mimic the old logo), and a fleur de lis (to emphasize regality and femininity). The tickets were created to be handed out as reminders of the details of the event, along with functioning as practical tickets.

Challenge

Highlight the philanthropic involvement of almost 400 girls and their mothers with a brand experience that evokes class and charibility.

Role

Branding
Printed Program
Tickets