Each year, the Vancouver Canucks hosts the Dice & Ice Gala, a philanthropic event attended by the entire roster of players, coaches and management, as well as hundreds of generous donors and special guests.

This year, for the 20th Anniversary, the Dice & Ice branding was refreshed in order to generate interest and surpass fundraising totals from previous seasons. Visual assets created were key in bringing our reception area and ballroom to life. They also helped shape the online space, driving traffic to our silent auction site, which contributed to the $743,000 raised this year.

Our branding was designed to reflect the elegance of the evening and the venue and to attract more female audience. The consistent use of marble and gold foil, coupled with a regal dark blue helped to convey a sense of sophistication. The marbled stone background is reminiscent of the marbled stone stairs in the entrance of the venue (Parq Vancouver) and is used to portray the venue’s timeless elegance. The monotone treatment of imagery helps to draw the viewer’s focus on the subject and emotion of the image (and the story that it is telling) without the distraction of colour.