Habitat for Humanity
Signature Event

Event Branding • Event Marketing • E-Commerce • Web Design • Social Media Marketing

Habitat for Humanity of Frederick County provides affordable housing, home repairs, and accessibility modifications to the local community. When they needed help launching their signature fundraising event, Blue Crabs & Blue Prints, I was thrilled to partner with them.

Project Objective: Habitat wanted a casual event to flip the traditional charity gala on its head. That’s why they chose an event name that blends the traditional Maryland crab feast with construction.

The goal was to create a fun event that would raise funds (and friends) for Habitat projects.

My Role: I built the complete event identity, designed promotional materials, built the website and online store, and created event signage.

Results: This event has become Habitat’s largest event raising more than $100K/year. The event started in 2016 and has continued to grow and refine every year.

Branding Decisions

Logo Design: I wanted the logo to be simple and easy to read, but bring a playful style to the event. The script font has a hand-written feel with sharp points and big curves. This mirrors the hard, sharp shape of crab shells.

Colors: Habitat International has clear brand guidelines. It was important to coordinate event colors with the existing palette. I chose a “blueprint blue” as the main color for the event, and wove in the vibrant blue, green, and orange from the existing brand architecture.

Blue Prints & Blue Crab Design Assets: I leveraged both parts of the event name in the design elements. Construction and building themes are important to the Habitat brand.

Local Photos: Real photos from local projects and events show the direct impact of Habitat. After the first year, I added event photos to promotional materials to highlight the fun, casual atmosphere. This helped people see what a great time attendees and sponsors have supporting Habitat.

Designing Promotional Material

Habitat set the levels and I designed a corporate sponsorship packet. The design highlighted event details, donation levels, and benefits. The packet helped the event committee recruit $25K-$80K/year in partnerships needed to meet fundraising goals.

I also created flyers and posters to promote the event and ticket sales to the community.

Website Design & Event Shop

Technology Used: It was important that the Habitat team be able to update and maintain the website. I built the site on Squarespace with added custom HTML/CSS. Squarespace offered a user-friendly interface and all-in-one design that was easy for others to navigate.

Pages Built: About • Sponsors • Habitat Impact • Shop • Auction

Pivoting to Online Sales: In 2020, I added an online shop. We were able to quickly pivot the on-site event to a pickup to accommodate COVID safety requirements.

Adding the shop ensured Habitat could still capitalize on their signature event at a time when many nonprofits paused.

Volunteer T-Shirts

I carried the blueprint theme and type treatment to the event t-shirts. These helped guests identify volunteers, Habitat staff, and board members.

In the third year, these were reprinted in Habitat blue and used at other volunteer events with the organization.

Event Experience

I created directional yard signs, sponsor recognition posters, custom crab mallets, and program books. By continuing the light wood tones and consistent design elements through the event, attendees experienced a cohesive brand experience.

A focus on the mission: It was important to center the event on the mission of Habitat for Humanity. I created tabletop signs that highlighted the organization’s core values. I also used photos from recent projects to show the impact of the organization in the local community.

Social Media

The Impact of Giving: I created Instagram story elements that highlighted the impact of different gift amounts. These were shared throughout the event to encourage attendees and followers to make a donation. By using Canva, event organizers were able to continue creating content during the event on their phones.