San Francisco Gala Invitation
Invitation:
Art Direction:Keith Somers
Introduction:
I designed a complete invitation system for the San Francisco Ballet Gala after immediately forming a clear visual direction when I saw it on the list of event options. The project explored both print and digital applications, beginning with a cohesive set that included the physical invitation, envelope, and an accompanying promotional coupon insert. Each piece was designed to work together as a unified system while reflecting the elegance of the event. The concept was then extended into a digital version, where I created and prototyped an online invitation experience to ensure the design translated seamlessly across formats while maintaining consistency and refinement.
The front of the invitation is designed as a trifold experience that unfolds like a narrative. A black border frames the cover with ornate corner detailing for a refined, classical feel. On either side of the flaps, silhouetted dancers create symmetry and movement, flanking a central gold bow. When opened, the bow feels like it unravels, guiding the viewer into the world of the gala and carrying them across the entire invitation.
The color palette was inspired by traditional ballet aesthetics, starting with a soft light pink to reference ballet slippers and create a delicate, graceful tone. A repeating bow pattern sits beneath it, tying back to the front cover and reinforcing a sense of elegance through subtle detail. A deeper dark pink adds contrast and depth, giving the suite a more formal, elevated feel, while gold detailing throughout emphasizes elegance and celebration, reflecting the prestige of a gala setting.
Inside, “Act 1” and “Act 2” are placed on opposing flaps to organize the gala itinerary in a theatrical structure, mirroring the pacing of a live performance. This separation reinforces the idea that the event itself is a staged experience, guiding guests through different moments of the evening as if they are acts within a performance.
At the base of the invitation, a subtle illustrative detail references the San Francisco skyline through a bridge form, reinterpreted using ballet slippers. This blends the identity of the city with the language of ballet, grounding the design in place while maintaining the elegance and fluidity of the overall concept.
Sketches
