AGO ArtBash! All Out

AGO ArtBash! is a fundraiser gala that takes place at the AGO every year. The event celebrates art while raising funds to support the Gallery's vision for the future. This year, the fundraiser is taking on a new format, combining two past signature galas—AGO Massive and AGO ArtBash!—into one. The theme for this year's bash is 'All Out'—a play on words symbolizing post-COVID life outside the confines of our homes, and wanting to indulge in all things excess.

While at Certo Creative, I was part of the branding process for the event. I assisted with preparing and pitching a number of creative options to client. Once a creative direction was chosen, I worked on finalizing core brand elements and rolling out print and digital assets.

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Our client wanted the event branding to feel celebratory and encapsulate the extravagance behind the theme. We moved forward with a typographic logo where each letter in 'All Out' is unique, promoting diversity and individuality. A challenge was to somehow work the AGO ArtBash! mark into the logo, and we opted treated it more like a "stamp of approval" overlaid on top.

Colour is an important aspect of the branding. We selectively chose a palette that is compromised of eight colours—four bright hues and four deep hues—allowing for a flexible colour system. The tones are divided into warm vs. cool shades, allowing for a versatile range of compositions and effects.