NY Canada Day Party Event
A national-scale event campaign celebrating Canada Day in New York City, designed for Blakes’ NYC office. This project combined Canadian and New York visual identities through photorealistic composition and large-format event graphics. I led the creative process end-to-end, supporting one of Blakes’ key international client-facing events.
NY Canada Day Party Event
A national-scale event campaign celebrating Canada Day in New York City, designed for Blakes’ NYC office. This project combined Canadian and New York visual identities through photorealistic composition and large-format event graphics. I led the creative process end-to-end, supporting one of Blakes’ key international client-facing events.
CLIENT
Blake, Cassels & Graydon | New York
Role
Graphic Designer
TOOLS
Photoshop, Indesign
TIMELINE
Apr - Jun 2025
CLIENT
Blake, Cassels & Graydon | New York
Role
Graphic Designer
TOOLS
Photoshop, Indesign
TIMELINE
Apr - Jun 2025
100+
100+
Event Attendees
Designed visual assets supporting a national client-facing Canada Day celebration at Blakes’ New York office.
100+
100+
Event Attendees
Designed visual assets supporting a national client-facing Canada Day celebration at Blakes’ New York office.
20+
20+
Core Assets Delivered
Designed digital invitations, landing and mobile banners, name badges, and comprehensive on-site signage.
20
20
Project Owner
Led the project from concept development through stakeholder approvals, production coordination, and final delivery.
70%
70%
On-Time Delivery
All assets finalized, printed, shipped, and delivered on schedule despite tight timelines and multiple revisions.
Work Details
Project Brief
Project Brief
The objective was to create a bold, celebratory event identity for Blakes’ New York office that honored Canada Day while clearly situating the event in New York City. The design needed to feel polished, professional, and client-appropriate, while still capturing a sense of national pride and warmth. All visuals were required to use real photographic elements and align with Blakes’ brand standards across digital and print applications.
The objective was to create a bold, celebratory event identity for Blakes’ New York office that honored Canada Day while clearly situating the event in New York City. The design needed to feel polished, professional, and client-appropriate, while still capturing a sense of national pride and warmth. All visuals were required to use real photographic elements and align with Blakes’ brand standards across digital and print applications.
Ideation & Concept
Ideation & Concept
I began by exploring multiple visual directions that blended Canadian symbols with iconic New York landmarks. Early concepts experimented with combinations of the Brooklyn Bridge, NYC skyline, maple leaves, and Canadian wildlife—including moose, beaver, and geese—to create a playful yet refined narrative.
Through iterative feedback and discussions with Bailey, the Marketing Event Coordinator in the New York office, we refined the concept toward a strong hero image:
A moose positioned on the Brooklyn Bridge, symbolizing Canadian identity within a New York setting
Supporting elements like Canadian geese and subtle maple leaf motifs
A warm, summer-to-Canada-Day color palette that felt celebratory but professional
During refinement, stakeholder feedback led to removing the beaver from client-facing materials to maintain a more formal tone, demonstrating thoughtful adaptation without compromising the overall concept. This phase involved significant trial, revision, and visual testing to balance creativity with client expectations.
I began by exploring multiple visual directions that blended Canadian symbols with iconic New York landmarks. Early concepts experimented with combinations of the Brooklyn Bridge, NYC skyline, maple leaves, and Canadian wildlife—including moose, beaver, and geese—to create a playful yet refined narrative.
Through iterative feedback and discussions with Bailey, the Marketing Event Coordinator in the New York office, we refined the concept toward a strong hero image:
A moose positioned on the Brooklyn Bridge, symbolizing Canadian identity within a New York setting
Supporting elements like Canadian geese and subtle maple leaf motifs
A warm, summer-to-Canada-Day color palette that felt celebratory but professional
During refinement, stakeholder feedback led to removing the beaver from client-facing materials to maintain a more formal tone, demonstrating thoughtful adaptation without compromising the overall concept. This phase involved significant trial, revision, and visual testing to balance creativity with client expectations.
Final Design
The final design system translated seamlessly across digital and physical touchpoints, including:
Email invitation banners
Event landing page and mobile web banners
Client and Blakes partner name badges
On-site signage: welcome signs, registration, cocktail menu, coat check, photo release, poutine & fry station signage, and roll-up banners
Beyond design, I coordinated production and print logistics, preparing final files for TPH printing, reviewing samples, approving batches, and managing timelines to ensure everything was printed and shipped to New York on schedule. Despite last-minute adjustments and tight deadlines, all materials arrived on time and supported a smooth, successful event execution.
The final design system translated seamlessly across digital and physical touchpoints, including:
Email invitation banners
Event landing page and mobile web banners
Client and Blakes partner name badges
On-site signage: welcome signs, registration, cocktail menu, coat check, photo release, poutine & fry station signage, and roll-up banners
Beyond design, I coordinated production and print logistics, preparing final files for TPH printing, reviewing samples, approving batches, and managing timelines to ensure everything was printed and shipped to New York on schedule. Despite last-minute adjustments and tight deadlines, all materials arrived on time and supported a smooth, successful event execution.
Key Takeaways
Key Takeaways
Led a large-scale, national event campaign independently, from concept to final execution
Gained hands-on experience managing stakeholder feedback, revisions, and approvals
Strengthened cross-office collaboration by working closely with teams outside my department
Learned how to balance creative ambition with client-facing professionalism
Built confidence in print production, vendor coordination, and deadline management under real-world pressure.
Although I wasn’t able to attend the event in New York, this project was deeply rewarding. Seeing the campaign come together successfully reinforced my ability to own complex projects, adapt through feedback, and deliver high-quality work that supports meaningful client experiences.
Led a large-scale, national event campaign independently, from concept to final execution
Gained hands-on experience managing stakeholder feedback, revisions, and approvals
Strengthened cross-office collaboration by working closely with teams outside my department
Learned how to balance creative ambition with client-facing professionalism
Built confidence in print production, vendor coordination, and deadline management under real-world pressure.
Although I wasn’t able to attend the event in New York, this project was deeply rewarding. Seeing the campaign come together successfully reinforced my ability to own complex projects, adapt through feedback, and deliver high-quality work that supports meaningful client experiences.
