TCGMC 2025 Season Campaign
Category – Branding / Illustration
Software – Photoshop, InDesign, Illustrator
Role - Design Lead
Contributions:
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Led creative direction for campaign and annual fundraising event
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Developed original visual identities tailored to four distinct themes & audiences
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Presented and refined concepts with executive stakeholders for creative alignment
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Built scalable print and digital campaign assets across multiple media channels
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Delivered bold, audience-focused designs that contributed to sold-out performances and increased engagement
The Challenge
Twin Cities Gay Men's Chorus unexpectedly lost their long-time graphic designer ahead of a new concert season, creating an urgent need for a creative partner who could quickly step in while preserving the organization’s established voice and audience appeal. The project required developing four distinct campaign identities (each tied to a completely different concert theme and aesthetic) alongside a cohesive suite of promotional assets for both seasonal performances and the organization’s annual fundraiser, Sing It Forward. Beyond creating compelling artwork, the challenge was ensuring every campaign could flex seamlessly across print and digital channels while continuing to engage and excite TCGMC’s loyal community.
The Solution
Working closely with the choir director and executive leadership, I led the creative development process from concept exploration through final execution. After aligning on the intent, tone, and audience for each performance, I developed multiple iterative design directions and presented concepts to stakeholders for collaborative review and refinement.
Once creative alignment was established, I expanded each approved visual identity into a scalable campaign system, producing adaptable assets for social media, email & print ads, event collateral, and promotional materials. The result was a season of visually distinct yet strategically cohesive campaigns that elevated each concert’s personality while reinforcing TCGMC’s broader brand presence.
The Result
The campaigns were met with overwhelmingly positive feedback from both audiences and members of the chorus, who described the work as a bold and refreshing evolution of the organization’s visual presence. The designs helped generate stronger audience engagement, increased excitement around the concert season, and elevated the perceived energy of the events themselves.
Three out of the four concerts sold out, and organizational leadership specifically credited the creative campaigns as a key contributor to increased ticket sales, audience turnout, and fundraising performance for the season.
