Challenge
NF Forward is a nonprofit dedicated to raising awareness and funds for Neurofibromatosis (NF), a rare genetic disorder that affects 2.5 million individuals worldwide. Their annual Benefit Gala, held each November in Detroit and hosted by Rocket Mortgage Chairman Dan Gilbert and his wife Jennifer, is the signature event for the organization. This year’s theme, Alice in Wonderland, presented a unique opportunity to bring the fantastical, topsy-turvy world of Wonderland to life while maintaining the sophistication needed for a high-profile fundraising event. The challenge was to create a design that embraced Wonderland’s sense of whimsy and surrealism without sacrificing the polished, elegant tone expected from the gala.
Solution
The design drew heavily from the classic Alice’s Adventures in Wonderland (1865) illustrations, weaving them throughout the invitation suite to build a narrative that was both immersive and engaging. The invitation itself was bound like a book, creating an interactive experience right from the start. To add to the Wonderland theme, we incorporated playful typography treatments that contributed to an immersive experience for guests by being simultaneously beautiful and slightly off – just like Wonderland itself.
Featured on Behance Graphic Design
Color & Typography
Typography played a key role in bringing Wonderland to life. For the main headline typeface, we used Mexica, a quirky serif typeface with an adventurous spirit. The event logo featured off-kilter lettering, further enhancing the quirky aesthetic while also maintaining legibility and impact across various mediums.
The color palette for the gala was inspired by the vibrant, surreal world of Wonderland, using bright, psychedelic colors that felt both playful and elegant.
Immersive Invitation Suite
The invitation was designed to be a tactile experience—bound like a book with illustrations from Alice’s Adventures in Wonderland integrated into the design. Each page was carefully crafted to feel like an entry into Wonderland, inviting guests to lose themselves in the fantasy before they even arrived at the event. To heighten the sense of playfulness, we employed unconventional typography treatments—rotating text to mimic the ticking of the Rabbit’s pocket watch and slightly distorted letterforms to convey a sense of Wonderland’s whimsical and unpredictable nature. Certain phrases and details were presented in an unconventional way, mirroring the topsy-turvy nature of the story.
Event Signage and Collateral
For event signage and collateral, we incorporated the vibrant and playful elements of the Alice in Wonderland theme to maintain a cohesive atmosphere throughout the venue. Bar backgrounds featured the iconic Cheshire Cat stripes, creating a whimsical yet striking visual impact. Scenes from the book, including famous illustrations, were used across various collateral pieces, reinforcing the immersive experience. These whimsical touches helped tie the theme together, making the event feel like a journey through Wonderland, while also providing functional elements that were both visually engaging and easy to navigate.
Each piece of signage and collateral worked in harmony with the invitation suite to elevate the overall experience, creating an environment that was both fantastical and memorable, ensuring the event's branding remained cohesive from start to finish.
PROGRAM & auction insert
Party Favor - Deck of Cards
Outcome
The gala was a tremendous success, with attendees captivated by the immersive experience and the playful, yet sophisticated design. The identity suite not only set the tone for a memorable evening but also helped raise vital funds and awareness for Neurofibromatosis. The unique blend of whimsy and sophistication in the design ensured that NF Forward’s mission was communicated effectively, while also creating a magical atmosphere for all those involved. The event raised $5.7 million for neurofibromatosis research, getting us one step closer to living in a world without NF.
AFTER party
