Color Harmony: Packaging

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Spirit of Life Awards Gala

Top Design

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City of Hope is a leading

research and treatment hospital

specializing in the treatment

of cancer, diabetes, and other

life-threatening diseases.

It is known for its innovative fund-raising efforts and commitment to

combating these serious ailments. As part of their philanthropic efforts,

City of Hope has various industry-related committees that raise

money and awareness. In Los Angeles, the Music and Entertainment

Industry Committee holds an awards gala to present a Spirit of Life

Award to an industry member who has made “a notable contribution

to both their community and profession” and who have “fundamentally

infl uenced the direction of the music industry.” Each year, as many as

2,000 leaders in the music and entertainment fi elds attend this event,

raising anywhere from $3 to $11 million dollars annually, making it one

of Los Angeles’ largest fund-raisers.

For the past thirteen years, Top Design has worked closely with City of

Hope to create a look and feel for the fund-raising event. The biggest

challenge has been reinventing the wheel each year, creating a completely

new design, with the City of Hope logo as the only carried over element.

Top Design creates a new event logo, invitation, and tribute journal

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Design for Special Events

each year. The design process begins nearly fi ve months prior to the

event to allow time for research and production.

To set the design direction, the designers begin by learning as much

as possible about that year’s honoree. The design then stems from the

honoree’s personality, company, clients and the type of music they make.

In 2002, each of the six honorees headed the music departments at

major fi lm studios, so the design incorporated the familiar iconography

of a fi lm reel on the invitation, journal book, and collateral. Similarly,

when the head of Billboard Magazine was honored, the invitation

resembled an issue of the magazine dubbed, “The Spirit of Life.”

For the 2005 honoree, the CEO of Clear Channel Communications,

one of the largest owner and operators of radio in the world, Top

Design took a very modern and graphic approach by using a crowded

bulletin board as its main inspiration with a laminated backstage

pass as a complementary piece. The black and red color palette and

the use of iconic imagery such as satellites, CDs, and a Route 66 sign

played into the revived popularity of rock music at the time.

The Top Design team tries to utilize innovative printing techniques to

ensure that the fi nal piece is dynamic and elegant. For example, the

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Case Study: Spirit of Life

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