CYSTIC FIBROSIS CANADA
2020 65 Roses Gala | Event Branding, Art Direction, Print & Digital Design
THE BRIEF
Cystic Fibrosis Canada's annual 65 Roses Gala is an upscale fundraising event built around one of the most emotionally resonant traditions in the CF community, the rose being a symbol of the disease that has touched countless families. In 2020, for the first time in the event's history the gala had to move entirely online due to the pandemic.
The challenge wasn't just logistical. It was emotional. How do you make attendees feel like they're sitting in a beautifully dressed event space when they're watching from their living rooms? How do you create the atmosphere, the energy, and the sense of occasion that drives people to give generously, using nothing but branding?
THE APPROACH
Working within CF Canada's established deep blue and gold palette, the creative direction was built around creating a sense of occasion at every touch-point. Every asset from digital backdrops and event posters to raffle tickets, thank you notes, and gift tags was designed to feel cohesive, intentional, and unmistakably upscale. Nothing was treated as a small detail because in a virtual event, the details are everything.
The rose motif was woven through the full identity system, keeping the emotional heart of the gala intact despite the change in format. Digital backdrops gave hosts and presenters a polished, branded environment on screen. Printed collateral sent to attendees ahead of the event created a physical touch-point that made the virtual experience feel tangible and considered.
The goal was simple: make every person watching feel like they were attending something worth dressing up for.
$205K
RAISED IN ONE NIGHT
100%
BRANDING DRIVEN
FIRST
EVER
VIRTUAL FORMAT
MORE FROM CF CANADA
A partnership built over multiple campaigns.
Vibe Elements has supported Cystic Fibrosis Canada across multiple years and campaign types, from the annual 65 Roses Gala to large scale billboard campaigns for CF Awareness Month. Each project has brought a new brief, a new audience challenge, and a new creative opportunity to strengthen one of Canada's most important health causes.
