CHARITY EVENT BRANDING
MONTREAL CANADIENS CHILDREN'S FOUNDATION
Mandate: Shaping perception and increasing participation
OUTCOME: Delivering measurable success and a robust foundation for future events
Client
- Montreal Canadiens Children's Foundation
Sector
- Non-Profit & Charity Events
- Sponsorship & Fundraising
- Sports Foundations
- Youth Support Initiatives
Product
- Event Brand Marketing
Services
- Event Branding & Visual Identity
- Event Brand Marketing
- Sponsorship Marketing Strategy
- Digital & Print Marketing Collateral
- Social Media & Email Campaigns
- Event Experience & Environmental Design
Strategic event branding and marketing
For the Montreal Canadiens Children’s Foundation’s inaugural Casino Night: Dream Big event, we developed a comprehensive branding strategy that embodied the event’s values, purpose, and personality. This initiative successfully raised $162,483 in support of disadvantaged youth.
The Challenge
Launching the first-ever fundraising event for the Montreal Canadiens Children’s Foundation meant overcoming several challenges:
Building credibility from the ground up to attract high-profile sponsors and guests.
Creating an engaging brand identity that captured the excitement of a casino-themed experience while maintaining the integrity and mission of the Foundation.
Driving attendance and sponsorship commitment through strategic marketing.
Ensuring seamless event execution, where every touchpoint—from digital to print—delivered a consistent and immersive experience.
This event needed to feel high-end and purpose-driven while reinforcing the impact of every dollar raised for disadvantaged youth.
The Solution
To ensure Casino Night: Dream Big was a success, we developed an end-to-end branding and marketing strategy that left a lasting impression on attendees and sponsors.
Brand Strategy and Visual Identity
We designed a bold, high-energy visual identity that blended the thrill of a casino with the Foundation’s mission. This branding was applied across all event assets, including:
- Onsite branding: Event signage, stage displays, social media walls, sponsor displays, and digital screens.
- Marketing materials: Sponsorship decks, auction guides, and promotional print materials.
- Digital content: Email campaigns, social media promotions, and online auction assets.
Marketing and Sponsorship Strategy
To drive attendance and secure funding, we implemented:
- Sponsorship-Driven Visuals: The event’s design reinforced brand prestige, attracting high-value sponsors and providing them with a strong branded presence.
- Multi-Channel Promotion: A mix of social media campaigns, email marketing, and digital ads to maximize reach and engagement.
- Branding that emphasized the Casino Night and Las Vegas-style theme, promoting an immersive experience of spending time with the hockey players.
The Result
The inaugural Casino Night: Dream Big was a resounding success, exceeding expectations in attendance, engagement, and fundraising.
Key Metrics & Impact
$162,483 raised in direct support of disadvantaged youth programs.
300+ attendees, including Montreal Canadiens players, management, and key stakeholders.
Successful sponsorship engagement, securing commitments for future events.
High brand visibility, with strong digital engagement before and after the event.
Established a replicable event model, paving the way for future fundraising success.
This project showcased the power of strategic event branding and marketing, demonstrating that when the right visual identity meets the right marketing strategy, fundraising events can drive both financial success and long-term impact.
Positive ReceptionHigh Engagement Levels
