A cowboy’s creed for kids.
Every year, Life Time’s non-profit charity partner, Life Time Foundation, has a large fund-raising event. The Foundation’s primary mission is to provide schools and children with healthy lunches. This year’s event theme was inspired by Life Time’s CEO’s personal style, which favors rich, dark browns, and western motifs.
We created an invitation sent to C-level executives that included a Cowboy’s Creed for Kids – prose about doing what’s right and responsibility. Metallic brown, gold and silver inks were used on an uncoated stock to create an invite that felt sophisticated and special. Design elements and flourishes took their cue from vintage belt buckles and metal work. The fund-raising event was a huge success – the amount raised was an all-time high.