Commissioned by Van Cleef & Arpels (VCA) to develop an identity and event materials for the Tribeca Ball, an annual gala hosted by the New York Academy of Art. This high-profile fundraising event showcases student work and highlights the Academy’s unique voice amongst the downtown cultural community.

 We created a mask-shaped form to be used as the primary brand mark, presented in saturated colors to represent each of the five historic balls commemorated in VCA's high jewelry collection titled "Bals de Légende." The event invitation actively engages the guest as they “unmask” the modern ball, while revealing the historic references of the high collection. Branding elements were also applied to various details of the gala, including the venue's lighting and decor. The event's cast members brought the concept of a modern masquerade to life, transforming the venue into a stage for displaying VCA's high collection.

Role Designer

Studio Tsang Seymour

All work copyright Elena Penny © 2017

elena.penny@gmail.com