event marketing & branding for Women’s Fund engagement with Michelle Obama—created for Women’s Fund of Central Indiana
CHALLENGE:
Women’s Fund of Central Indiana was set to host former First Lady Michelle Obama at Gainbridge Fieldhouse, with a goal of selling out the 12,000-seat venue and creating a lasting impression well beyond the event itself. The high-profile nature of the event required seamless coordination with the First Lady’s advance team and a visual identity that could capture the gravitas of the occasion while staying aligned with both brands. Additionally, the organization needed a strategy to maintain engagement with attendees after the event—many of whom were new to the Women’s Fund community.
SOLUTION:
I led the creation of all event visuals—from digital invitations and email campaigns to large-scale event graphics and stage screens—working closely with the First Lady’s team to ensure brand alignment, tone, and approval at every step. The cohesive visual strategy helped build anticipation and urgency, contributing to a sell-out within one hour of ticket release.
To extend the life of the event, I implemented a communications strategy that encouraged guests to visit the website and opt into future updates before the program began while they were anxiously waiting for the program to begin. This small moment resulted in a major jump in newsletter sign-ups and long-term audience growth for the Women’s Fund.
And after the standing ovations? I got to meet her.
Benjamin Snyder 