The Background

Big Brothers Big Sisters is an organization working to create positive change for children through volunteer mentors. Every year, chapters around the United States host galas to recruit mentors. In early 2018, I was asked by the organization's chapter in Fort Worth, TX to create a new identity for this event.

Concept & Identity

The event was designed to bring attention to the kids in the program without mentors. 

A new logo for a completely refocused event needed to represent a clear shift from the past. The major focus was create a modern identity, without becoming entirely disconnected from the larger BBBS brand.

"Fill in the Blank" became the tagline. Fill it in with the name of the "Big", or the "Little". This meaning takes on an expanded role for the promotional postings. A question like "Who was the biggest influence on your life?" was followed by an invitation to fill in that blank.


Social hype

In the months leading up to the event, the chapter's usual Instagram posts began to reflect our theme and visual styling of the event. Below is a small sample of the Instagram graphics.

poster and flyer


© 2022 Shawn Nicolai McKay