A2Z Design




Pop! 2017 was the first annual signature pop-up fundraising event for Catalpa Health. This unique event required a logo that would stand out to garner attention and create some buzz.

This one-of-a-kind, themed pop-up gave clues to reveal details leading up to the event. All proceeds support increasing access to mental health care for kids.

Brand Identity, Branding, Design, Collateral, Implementation



The Challenge

Buzz-Worthy Branding

How do we design a logo that complement's the Catalpa Health brand, and has the versatility to change color and accompany a new theme each year? Oh, and it also needs to stir up a lot of interest.

Keeping all of that top of mind, we came up with a simple and iconic solution that would hold it's own across a variety of print and digital marketing materials each year.


With only hints at the theme and location prior to the event, more than 250 guests registered and found us at the Neenah Church Street Parking Garage for a beautiful Havana Night.


Courtesy of Catalpa Health / © Photography by Jared Birkholz


The New Identity

Bursting With Life

The Pop! brand identity has a whimsical quality. The classic elegance of the serif typeface pairs with its vibrance and sense of movement to, quite literally, make a statement.

This sophisticated visual identity won a 2017 GOLD ADDY® Award for Logo Design from the American Advertising Federation. 

It was an honor to be a part of the inception of this annual event, and to deliver a brand full of life for a worthy cause.


Imagine the possibilities


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