MLK Dreamers Gala (2025)
Event Branding & Campaign Design
The MLK Dreamers Gala was the inaugural fundraising event supporting the development of the Martin Luther King Jr. Dream Center in South Bend. Designed as a black-tie masquerade evening, the event brought together community leaders, donors, and supporters for a night centered on vision, legacy, and collective impact.
Working as part of the City of South Bend’s Venues Parks & Arts team, Rutendo Jairosi of Jairosi Graphic Design led the creative direction and design execution across all event materials — from early campaign touchpoints through the live event experience.
The Challenge
The goal was to create a cohesive visual identity that:
Honored the legacy of Dr. Martin Luther King Jr.
Captured the elegance and intrigue of a masquerade gala
Translated seamlessly across print, digital, and on-site
environments
Elevated the event to attract high-level donors and community support
The design needed to balance reverence, storytelling, and sophistication while remaining engaging and memorable.
The Approach
The design approach centered on creating a unified visual language that could carry the event from initial announcement through the live experience.
A key concept was developed around a monochromatic image of Dr King Jr — representing the deeper ideas of identity, legacy, and revelation.
This concept informed the visual system across all materials, ensuring consistency while allowing for expressive, impactful design moments.
Brand & Campaign Design
A full suite of event and campaign materials was developed, including:
Save-the-dates and formal invitations
Sponsorship packets and donor materials
Web and digital graphics
Gala programs and printed collateral
On-site posters and signage
Presentation slides for the live event
The invitation design served as a centerpiece of the campaign. A custom die-cut mask element was integrated into the cover, creating an interactive experience where a graphic portrait of Dr. King appeared to reveal or conceal itself as the card opened and closed — reinforcing the masquerade theme in a thoughtful and memorable way.
Campaign Execution
Beyond design, the project extended into campaign strategy and execution.
This included leading the donor email campaign in the months leading up to the event, ensuring visual consistency and clarity across all communications.
On the night of the gala, creative direction continued through the design and coordination of presentation visuals, helping shape the overall experience for attendees.
Outcome
The MLK Dreamers Gala successfully launched as a flagship fundraising event for the Dream Center initiative.
The cohesive design system supported:
Strong donor engagement leading up to the event
A polished and immersive on-site experience
Clear and compelling communication of the organization’s mission
The event raised over $90,000, exceeding initial expectations and establishing a strong foundation for future fundraising efforts.