SolLong

OVERVIEW
"Sol Long 2020" is Sol Ave. Kitchen's ode to resilience and community spirit, marking the end of a challenging year with a memorable virtual gathering. In partnership with Fargo Brewing Company and Jade Presents, this event showcases our passion for culinary creativity and the joy of shared experiences.

Featuring expertly curated cheese and dessert pairings alongside Fargo Brewing's finest craft beers, and set to the lively tunes of The Pat Lenertz Band, "Sol Long 2020" embodies our commitment to uniting and uplifting through the universal languages of food and music. As we bid farewell to 2020, Sol Ave. Kitchen continues to champion the art of culinary innovation, celebrating every moment that brings us together.

CLIENT
Jade Companies

ROLE
Graphic Designer

LOCATION
Fargo, ND

BRIEF
The "Sol Long 2020" event design challenge involved creating a cohesive brand identity and marketing strategy through logo development, social media engagement, menu design, and collaboration with Fargo Brewing Company and Sol Ave. Kitchen to showcase the event's quality offerings.

CHALLENGE
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The design process for the "Sol Long 2020" event encompassed several intricate tasks: illustrating and developing a logo and branding that captured the event's essence, designing engaging social media advertisements and posts, creating both print and digital menus for the pairings and instructions, and collaborating with Fargo Brewing Company and Sol Ave. Kitchen to develop and photograph the food and beer pairings. The overarching goal was to create a cohesive brand identity and marketing strategy that would appeal to a broad audience and accurately represent the quality of the event offerings.

SOLUTION

To address these challenges, a multifaceted approach was adopted, focusing on collaboration, creativity, and strategic marketing:

Logo and Branding Development
Conducted market research to identify trends and preferences among the target demographic. Designed a logo that reflects the event's ethos of farewell to 2020 with optimism and celebration. Established a comprehensive set of brand standards, including color schemes, typography, and imagery guidelines, to ensure consistency across all materials.

Social Media Campaign
Developed a content calendar for regular posts leading up to the event, including teasers, behind-the-scenes looks, and highlights of the pairings. Created visually appealing and shareable social media graphics and videos that align with the event's branding. Engaged with the audience through interactive content, such as polls and Q&A sessions about the pairings and the music.

Menu Design and Development
Collaborated with the chefs and brewers to finalize the pairings, ensuring a perfect balance of flavors. Designed menus that were not only visually consistent with the event's branding but also easy to read and informative. Produced both print and digital versions of the menus, including QR codes for easy access to the digital content.
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Photography and Collaboration
Organized a professional photoshoot of the pairings, focusing on high-quality, appetizing images that would entice potential attendees. Worked closely with the brewery and restaurant teams to ensure the photos accurately represented their products. Used these photographs across all marketing materials and social media to create a cohesive and attractive visual narrative.

RESULTS

The strategic and creative solutions implemented in the design process led to several positive outcomes:

Increased Engagement
The social media campaign successfully generated excitement and anticipation, leading to increased engagement rates and wider reach. Interactive content fostered a sense of community among attendees, even before the event.

Consistent Brand Image
The comprehensive brand standards ensured a cohesive look and feel across all materials, from social media posts to menus, enhancing the event's professional image.

Positive Feedback
Attendees praised the quality and creativity of the pairings and the clarity of the instructions, contributing to a positive overall experience. The visually appealing and informative menus received specific commendation, enhancing guests' appreciation of the pairings.

Successful Collaboration
The effective collaboration with Fargo Brewing Company and Sol Ave. Kitchen was instrumental in developing pairings that were both innovative and well-received. The professional photography highlighted the quality of the offerings, playing a key role in the marketing campaign's success.

This comprehensive approach not only addressed the initial challenges but also set a high standard for future events, demonstrating the power of thoughtful design and strategic marketing in creating a successful and memorable experience.