OVERVIEW
Puma hosted two VIP exercise expositions called Velvet Rope. Ben and the We Make Heart team conceived, designed, and produced packaged collateral for the events, which were distributed to attendees such as the NYC Ballet and Kylie Jenner. Having worked extensively in printing and physical media, Ben took a leading role when approaching the production of the event's materials.
PROCESS
Working closely with a print studio and in-house machinery, Ben and the Heart team applied a "high-fashion" aesthetic to the collateral designs, centered by strong typographic models, and elevated by deliberate copywriting along Puma's brand guidelines. Each printed invitation was stylized and personalized to the guest while promoting and interweaving Puma's campaign initiatives.
