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Variety of Chefs event collateral

Every year, Variety hold the 'Variety of Chefs' event to fundraise for Kiwi kids in need. The event is an elegant black tie dinner where corporates and donors come together for a fine dining experience. The team needed design collateral support for everything from invites to proposals, table numbers, menus, fundraising brochures and an evening programme booklet.


Typically the event is targeted to a 'black tie gala' look and feel, but in 2021 after the effects of COVID on the event industry, Variety was trying a more intimate experience with a strong focus on the purpose to help Kiwi kids in need. The intention was to steer away from the typical 'Hollywood' black tie designs.


It is often simplicity that stands out in the end, and this was true for this project after multiple style experiments. Minimal design draws your attention to what matters and provides breathing room on the page. The core idea was not about minimising design elements, but about going back to Variety's roots. Merging the classic red heart with an intimate, fine dining feel. 

Events Manager for Variety of Chefs 2021

"Ashley was great at working to brief and on schedule. She has a great eye for design and was always willing to discuss ideas or recommend alternatives when something wouldn’t work. I quickly learnt to trust her judgement and wouldn’t hesitate to work with her again."


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