Casey House: Art with Heart

For two years running, we created event collateral for Art with Heart—an annual charity art auction for Casey House, a dedicated HIV/AIDS hospital in Toronto. Over its 18-year history, this signature fundraiser has earned a reputation for being an unparalleled contemporary art auction, with regular attendees recognizing it as an opportunity to acquire work by esteemed Canadian artists and promising young artists alike.

However, like all charities, it is competing among an increasing number of competitors for people’s share of wallet.

Our strategy with all materials—invitations, tickets, volunteer T-shirts and the showpiece catalogue—was to separate Art with Heart from all other charity auctions and to affirm its status as a sought-after event within Canada’s arts community.

We introduced new elements to the catalogue, such as curatorial essays from known members of the arts community as well as interviews with patrons, curators and corporate sponsors—both as a testimonial to the event’s growing importance and a way to better recognize the people who contribute to its success.

Customer research & analysis
Brand positioning
Brand implementation & production
Key messages