Understory partnered with MAD Creative to design and shape an immersive guest experience for CityLink’s annual fundraiser, using a LEGO-inspired theme as a unifying creative framework. Together, we translated CityLink’s mission (to show love to those in need by providing an integrated path to holistic life-change) into an experience guests could see, feel, and participate in.
Our shared approach aligned strategy, creative direction, and experience design across the full guest journey. From environmental design and program flow to moments of interaction and reflection. Each touchpoint was intentionally crafted to reinforce dignity, hope, and collective impact, helping guests understand how CityLink partners with our neighbors.
Project Highlights
an 8ft LEGO person (pictured Below) Crafted By: Polyrhythm Studio
4 Live Performances paired with a Lego themed video to highlight CityLInk Programs (full film below) Edited By: Ata Ozkan
Transformed Café into LEGO themed bistro
Hand Drawn Illustration for donor gift (pictured below) Designed By: Reilly Dolan
Event Photography Support By: Cody Kirschner
Project Gallery
A closer look at the environments, details, and moments that helped turn CityLink's annual fundraiser into an immersive, mission-driven experience.
2026 ADDY AWARD
The American Advertising Awards are a three tiered competition that celebrates the creative spirit, and excellence within the art of advertising. With broad spanning categories across every discipline and niche of branding, marketing & advertising, it is one of the industries largest and most representative competitions with over 30,000 entries every year.
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