About The Project
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
- Overall event narrative of supporting our neightbors Piece by Piece
- 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
Marissa A
Creative Director, Mad creative
"Alex is the sidekick you never knew you needed. Beyond general support of your vision and goals she brings insight, logic, and all the important elements of fun and passion. If you need creativity, consistency and measurable impact; look no further than Alex and Understory."
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