OBJECTIVE: The Westin Hotel was launching its inaugural event in support of the Good Shepherd Food Bank, aiming to create a festive and memorable experience. They envisioned something fun and celebratory, with a unique gingerbread cookie design unveiled each year as a special token of appreciation for donors, building excitement and tradition around the cause.

CREATIVE STRATEGY: Focused on creating a festive, timeless design to be used annually, making the event a beloved tradition. Playful, icing-like illustrations, gave the campaign a handcrafted, whimsical feel that mirrored the gingerbread cookie theme. A carefully selected color palette hinted at the holiday season with warm, inviting tones—rich browns, soft whites, and subtle reds—without overwhelming the design with typical holiday clichés. This approach balanced celebration and sophistication, ensuring the event felt special and festive while appealing to a broad audience. The “Gingerosity” name emphasized generosity, reinforcing the event’s purpose of giving back, while the cookie-shaped tokens added a personal touch for donors, fostering engagement and excitement.