Illumination

A prominent construction company aimed to elevate their medical research fundraiser into a major Chicago cultural event by reimagining it as a Halloween celebration and art auction. Drawing inspiration from the tagline "Casting light on rare disease," we created a brand identity centered on light as both experience and metaphor featuring a bold logo complemented by ethereal gradients and sparks that mirrored the event's light art installations. The rebrand, implemented across projection mapping, signage and merchandising, transformed Illumination into one of Chicago's most anticipated gatherings significantly boosting attendance and fundraising while attracting diverse audiences and top artists. The event now stands as a permanent fixture on Chicago's social calendar successfully merging artistic expression with medical philanthropy in a unique celebration that bridges creative culture with purposeful giving.