Merrill Lynch wanted recipients to be excited about the opportunity to attend a gala screening at the Toronto International Film Festival, so we designed a belly band that features past Festival winners – many of which were well-known, popular titles.
The simple die-cut invitation sleeve is inspired by notches in old-time movie tickets and builds anticipation by using a bold question mark to lead recipients into the formal invitation.
The front side of the invitation pays off both the belly band and the invitation sleeve by explaining the Festival's track record in identifying acclaimed films. The combination of black and metallic silver inks creates a classic yet elegant feel.
The rear side of the invitation outlines all the event details. Overprinting black over the metallic silver ink gives life not only to the knockout logo and text but also to the black background.
Because these invitations were mailed via FedEx, the interior envelope design could be simple and emphasize the recipient's relationship with Merrill Lynch. The silver dots echo the silver used on the belly band and invitation.
The envelope's design continues to the flap, which features the particular event at the Festival that Merrill Lynch invited the recipient to.