Color Harmony: Packaging

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The High Museum Atlanta

Wine Auction

The Jones Group

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The High Museum of Art in

Atlanta, Georgia, is the leading

art museum in the southeastern

United States.

Since 1993, the museum has held the High Museum Atlanta Wine

Auction (HMAWA) to support museum acquisitions, exhibitions, and

educational programming. This wine auction ranks as one of the top

fi ve charity wine auctions in the country, attracting some of the most

prominent winemakers from the U.S. and abroad. The event also hosts

international wine experts and special guests from California’s Napa

Valley. Ensuring its success, 100 vintners donated 200 auction lots,

which, over the last fourteen years, have amounted to over $10 million

dollars, $1.8 million of which was raised in 2007 alone.

In 2005, The Jones Group of Atlanta, Georgia, was brought in to brand

the event with a unique visual look and personality. The scope of the

project included invitations, posters, a website, brochures, gala program,

catalog, lot numbers, auction displays, bidding paddles, and nametags.

They also created a number of promotional materials including hats,

tote bags, aprons, T-shirts, and etched wine glasses. In developing the

design to be applied to all of these materials, they had to take into account

the very select group of people that they were trying to reach. In this

case, they were trying to entice both

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Design for Special Events

international wineries and those on the West Coast to donate their

prized vintages for the fund-raising auction. They also had to appeal

to local wine lovers who would attend the event and bid on the

donated items.

The Jones Group developed a brand identity that would appeal to

their target audience, could be carried through the production of

various materials, and captured the spirit of the High Museum and

the event itself. They branded everything from the invitations, and

websites, to wine glasses, and the actual dance fl oor. The challenge

was individualizing each piece while still ensuring that it felt like part

of the larger brand identity of the event. The fi nal design contained

elements that could be extracted to stand alone while still maintaining

a recognizable connection to the whole.

Each year, the High Museum Wine Auction organizing committee

and cochairs developed a new theme for the event. The theme was

often determined by a museum expansion, an important exhibit, or

a milestone anniversary for the museum or the event. 2007 marked a

special year for the HMAWA; it was not only the fi fteenth anniversary

of the event, but was the year that the museum partnered with the

Louvre in Paris on a special exhibition from Louis XV’s personal

collection titled, “Kings as Collectors.” Thus was born the theme,

“Wine Is King,” which embodied the longevity of the wine auction

and the royal nature of this special exhibit. The design included regal

imagery including a throne, crown, and “XV” mark, as well as a wine

bottle and a series of ribbonlike fl ourishes that added a bit of fl are

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Case Study: High Museum Atlanta Wine Auction

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