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basic system 06 general description 08 company name: “canopy” 10 symbol concept 12 symbol 16 alternate symbols 18 brandmark 20 logotype 22 secondary typeface: memphis 24 scale change 26 clear space 28 color palette 30 prohibitions 32 exceptions application system 36 icons 40 website canopy’s party 54 customized elements

56 glassware

58 modular seating

60 illuminated bar

62 coasters 68 invitation + business cards 76 packaging 90 exit show process work 100 brandmark sketches 104 3D sketchbook


Canopy is an event design firm that specializes in creating custom three-dimensional designs for highly tailored cocktail parties.

Canopy Event Design


Not many event planning companies focus on graphic design, and those that do typically do not excel in both arenas. Even fewer, if any at all, specialize in creating custom three-dimensional elements that are unique to each event. At Canopy we do it all, designing highly tailored and sophisticated cocktail parties that are modern yet timeless, functional yet exquisite. Taking both the client, venue, and purpose of the party into account, the designers and planners work seamlessly together to make the event both an unforgettable experience for your guests and an effortless process for you.

Basic System | 7


Canopy Event Design


The name “Canopy” derives from a combination of meanings. For example, canopy is defined as a physical tent, like those that outdoor parties are frequently held under. In nature, canopy is another name for “the sky,” as in “the sky’s the limit,” a motto we at Canopy fully endorse. Futhermore, canopy can mean “a cover formed by branches of trees,” a definition that relates to the founders’ last name, Treen, which literally means “made of wood.” Finally, canopy is defined as “all-encompassing,” and at our firm, we do it all.

Basic System | 9


Canopy Event Design


Founded in New Orleans by sisters and graphic design professionals Alli and Rachel Treen, Canopy’s focuses on achieving a contemporary aesthetic with a dash of traditionalism in all realms of design. As a result, the logo for the company is imbued with these ideals. The modern, yet classic hexagonal form is made up of a tent-like structure on the top and a martini glass shape below, as both decorative shelter and cocktails are essential to a great party. The hexagonal shape also reinforces the all-encompassing nature of our firm, and the six points highlight the main categories of customization we provide: furniture, lighting, tableware, packaging, paper, and decor.

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outline version

Canopy Event Design


The Canopy symbol is a visual representation of the company; therefore, each aspect of the artwork was designed to maintain consistency with the company’s goals of elegant sophistication and modernism with a lighthearted twist. Considerations: The weight of the outline stroke is heavy enough to maintain prominence at all scales and sizes, but not so thick that it losses refinement. Furthermore, the rounded corners and endpoints evoke a friendly feeling while the wave-like shape adds dynamism to the hexagonal framework. This combination of movement and structure is important because while successful events rely on rigid organization, they are also meant to be lively. Usage: This basic outline version should be used whenever the logo is to appear in black and white or one color. Its minimalist form makes it suitable for less decorative applications.* *See invitation and poster series on pages 38-53.

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fill version

Canopy Event Design


This version of the symbol emphasizes the representation of a martini glass in the bottom half of the artwork. By filling in the empty, trapped space with a lighter color and shifting the fill down, viewers are more likely to make the connection between a cocktail and the bottom half of the symbol. The fill also adds greater stability to the tent-like structure above. Usage: This is the primary version of the symbol, and therefore it should be used before the outline version whenever applicable and appropriate.

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created specifically for use on the champagne flutes package design (pgs 66-7) to mimic the appearance of bubbles.

Note: If you have an idea for an alternate symbol, please contact the designers; do not try to create it on your own.

Canopy Event Design


created to mimic the appearance of ring lines in a tree. Use it sparingly and appropriately.

Basic System | 17


Canopy Event Design


The brandmark is a combination of the Canopy symbol and logotype, a semibold version of Nicholas Garner’s 2011 typeface Central that was designed specifically for the company. Central was chosen for its rounded, sans serif structure that mimics the shape and feel of the symbol. The crossbar of the “A” in canopy (as well as the “H” in the alphabet) was reconstructed from the original typeface to create an arch like a canopy. The elements of the brandmark and the ideals it encompasses are applied to the company’s collateral material and to the three-dimensional elements designed for Canopy’s cocktail party. To see these pieces, please refer to the Application System section beginning on page 34. Note: The color of the logotype should always match the color of the symbol outline.

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semi-bold created specifically for Canopy by Alli Treen. Used primarily as a display typeface.

arched crossbar

addition of arm for

to reinforce

increased legibility

canopy shape

Canopy Event Design

arched crossbar to reinforce canopy shape


Central by Nicholas Garner

abcdefghijklm nopqrstuvwxyz 0123456789 !?@#$%^&_ (*)[-]{+}=.,;:”/|\

Central Light

abcdefghijklm nopqrstuvwxyz 0123456789 !?@#$%^&_ (*)[-]{+}=.,;:”/|\

Central Medi-

abcdefghijklm nopqrstuvwxyz 0123456789 !?@#$%^&_ (*)[-]{+}=.,;:”/|\

Central Bold

Basic System | 21


ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789

Memphis Light

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789

Memphis Medi-

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789

Memphis Bold

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789

Canopy Event Design

Memphis Extra Bold


The friendly slab serif Memphis, designed by Dr. Rudolph Wolf in 1929, was a clear choice to compliment Central as a secondary typeface. In “ABCs of Type,” Allan Haley describes Memphis as “a sturdy typeface that provides the clarity of a sans serif with the readability of a serif.” The weight variety Memphis provides is perfect for both small blocks of copy and display applications.

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30.25%

50%

Note: By 30.25% the brandmark is too small to include the logotype and inner fill color, so remove them.

Canopy Event Design

70.5%

100%


141%

200%

Basic System | 25


x

x

x

x

x

x

x

Note: “x” = 1/4 the width of the symbol

Canopy Event Design

4x

4x

x


To maximize the brandmark’s appearance and legibility, it is imperative to leave a certain amount of “breathing room” around the artwork. This minimum area, “x,” is defined by the illustration to the left. The distance marked “x” represents one-forth of the width of the symbol. No graphic elements, such as text and imagery, should be placed within this space.

Basic System | 27


primary colors

CMYK 68 / 0 / 69 / 40

CMYK 45 / 0 / 33 / 0

secondary colors

CMYK 2 / 4 / 93 / 0

CMYK 0 / 27 / 95 / 0

CMYK 0 / 54 / 90 / 0

CMYK 37 / 4 / 100 / 0

CMYK 64 / 4 / 99 / 0

tertiary colors

70% of secondary

secondary w/K=50

Canopy Event Design

CMYK 65 / 0 / 4 / 0


Primary: After some trial and error, the green and teal shown to the left were chosen to represent Canopy’s primary identity. Both colors represent nature, life, and vivacity, all of which allude to the natural definition of Canopy and emphasize the characteristics of a fabulous party. The dark green is appropriate for textual elements, while the light green is suitable for decorative accents and holds up nicely when tinted. Secondary: This bright palette compliments Canopy’s primary colors, adding fresh flavors to lively aura while maintaining a certain sophistication. The various hues are balanced by their similarity in value to promote cohesiveness. Tertiary: These tints and shades were created to provide contrast to the secondary colors for the icon categories that are illustrated in the application section.

Basic System | 29


1.

4.

CANOPY

Canopy Event Design

2.

5.

3.

6.


To maintain consistency throughout the identity application, it is essential that the brandmark is never severely altered. On the left are a few examples of what not to do. These rules apply to the symbol and to any alternative configurations of the artwork. 1. Do not distort or stretch. 2. Do not outline. 3. Do not place on a multicolored background. 4. Do not replace the logotype with any other typeface. 5. Do not use a drop shadow, gradient or any other effects. 6. Do not “knock out� or place on a background color that does not provide enough contrast.

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1.

descriptio having a Canopy’s

materials SET OF 2 CLEAR ACRYLIC FLUTES

ADD TO CUSTO

2.

Canopy Event Design


From time to time, rules can be slightly overlooked for the sake of creativity. Two such examples are illustrated to the left. 1. Champagne Flute Packaging Rule broken: Clear space around the symbol Why it’s okay: The symbol is being used as a decorative, pattern-like element to mimic champagne bubbles. Hint: do not go overboard with symbol patterns. 2. Arrows (for the website and coasters) Rule broken: Breaking down the symbol into parts Why it’s okay: Though this rule is not clearly stated, it should be pretty obvious that the brandmark should not be separated into parts. However, the artwork here is not being used to represent the brand; instead, it is intended to add an unexpected touch of cohesiveness to the expansion of the identity. Note: sometimes it is difficult to know where to draw the line between creative exceptions and downright wrong, so when in doubt, stick to the rules.

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Canopy Event Design

furniture

lighting

tableware

packaging

paper

decor


These six icons represent the main categories of custom three-dimensional design Canopy provides: furniture, lighting, tableware, packaging, paper, and decor. Originally created for the shopping cart feature of Canopy’s website, the icons have become secondary symbols for the company. Their simple and iconic artwork maintains the same stylistic principles used in Canopy’s brandmark design. The icons are used in a variety of identity applications, and we hope to expand the collection to include all subcategories of the main six groups in the future.

Application System | 37


interior fill Canopy curve

“reflection”

6 pt. line

Canopy Event Design

x-height


To maintain consistency, each icon was created with a 6 pt. line weight to reach the same vertical height (though some adjustments were made after the fact for visual symmetry and cohesion). The icons also have an interior fill that was shifted to create a reflection-like white space that mimics the fill and space of Canopy’s symbol. When applicable to the shape of the icon, the curve in Canopy’s symbol was used in the icon’s line work to increase the connection between the icons to the original symbol.

Application System | 39


lighting icon


lighting icon


In today’s highly digital and fast-paced society, it is important for people to accomplish things online. For this reason, our website not only provides viewers with information about the company and a portfolio of events, it also allows customers to “shop” for their party, creating a sort of “invoice” for an upcoming event. This intuitive and interactive website is something that no other company like ours offers, and we think our clients, who strive for ease and cohesiveness with their event, will appreciate the user-friendly interface in conjunction with our exceptional customer service.

Application System | 41


loader

Canopy Event Design


homepage

VIEW CART

Canopy is an event design firm that specializes in creating custom three-dimensional designs for highly tailored cocktail parties.

custom design categories

Application System | 43


full length homepage

rotating banner VIEW CART

Canopy is an event design firm that specializes in creating custom three-dimensional designs for highly tailored cocktail parties.

custom design categories

rollover effect

555 Magazine Street New Orleans, Louisiana 70005 tel: 504-390-3100 email: canopyeventdesign@gmail.com 2012 Copyright All Rights Reserved

Canopy Event Design


“ABOUT” page

Canopy is a New Orleans-based event planning and design firm founded by graphic design professionals (and sisters!) Alli Treen and Rachel Treen Turnage.

WHO WE ARE

Alli Treen Co-Founder & Designer alli@canopyeventdesign.com

WHAT WE DO WHY US We design and plan every aspect of your event with outstanding attention to detail and quality. Our elegantly modern asesthetic and uniquely creative approach to custom event design in all demininsions will make your party unlike any other. Not to mention, our easy to use online “shopping cart” feature will allow you to start planning your event right away. WHAT’S IN THE NAME

Not many event planning companies also focus on graphic design, and those that do typically do not excel in both arenas. Even fewer, if any at all, specialize in creating custom three-dimensional elements that are unique to each event. At Canopy we do it all, designing highly tailored and sophisticated cocktail parties that are modern yet timeless, functional yet exquisite. Taking both the client, venue, and reason for the party into account, the designers and planners work seamlessly together to make the event both an unforgettable experience for your guests and an effortless process for you.

Rachel Treen Turnage Co-Founder & Designer rachel@canopyeventdesign.com

We design and plan every aspect of your event with outstanding attention to detail and quality. Our elegantly modern aesthetic and uniquely creative approach to custom event design in all dimensions will make your party unlike any other. Not to mention, our easy to use online “shopping cart” feature will allow you to start planning your event right away. Click on the “GET STARTED” tab above to find out more.

Quite a lot actually. The name “canopy” derives from a combination of meanings. Canopy can mean a physical tent, like those that outdoor parties are frequently held under. In nature, canopy is another name for “the sky,” like “the sky’s the limit,” a motto we at Canopy fully endorse. Additionally, a canopy is “a cover formed by branches of trees,” a definition that relates to the founders’ last name, Treen, which literally means “made of wood.” Finally, canopy means “all-encompassing,” and at our firm, we do it all.

Pretty much anything. We’ve umbrellaed most party essentials under six broad categories to help make sense of things. These categories are illustrated by the icons below and include furniture, lighting, tableware, packaging, paper, and decor design. At Canopy, we like a challenge, so hit us with all your out-of-this-world ideas and together we can brainstorm ways to make your dreams a reality. For in the end, our goal is always the same, to make your party as unique and cohesive as possible.

555 Magazine Street New Orleans, Louisiana 70005 tel: 504-390-3100 email: canopyeventdesign@gmail.com 2012 Copyright All Rights Reserved

Application System | 45


“GET STARTED” pages

Step 1: Fill in the Blanks

Tableware

Dishware ADD TO CART

CUSTOMIZE

Place Cards ADD TO CART

CUSTOMIZE

Linens ADD TO CART

CUSTOMIZE

Utensils ADD TO CART

CUSTOMIZE

Glassware ADD TO CART

Step 2: Start Shopping

555 Magazine Street New Orleans, Louisiana 70005 tel: 504-390-3100 email: canopyeventdesign@gmail.com 2012 Copyright All Rights Reserved

555 Magazine Street New Orleans, Louisiana 70005 tel: 504-390-3100 email: canopyeventdesign@gmail.com 2012 Copyright All Rights Reserved

Canopy Event Design

CUSTOMIZE


“GET STARTED” shapping feature

description: champagne flutes are iconically classy, so be sure to add these to your cart if you’re having a black-tie affair. Thinking about customizing them? Take a look at the glasses we designed for Canopy’s inagural cocktail party in our portfolio tab! materials: clear acrylic or glass

ADD TO CART CUSTOMIZE

Application System | 47


tableware icons

Canopy Event Design


glassware icons

Application System | 49


glassware icons

Canopy Event Design


The purpose of Canopy’s inaugural cocktail party is to introduce guests and potential clients to the vast spectrum of design and planning services Canopy offers. This series of posters illustrates the custom three-dimensional designs created for the event. Each element–the glassware, modular seating, and illuminated bar–reflects the curvilinear shape of the Canopy logo, thereby strengthening the visual identity of the company and enhancing the cohesiveness of the party. posters: 16” × 23.5”

Canopy’s Party | 55


Canopy Event Design


Canopy’s Party | 57


Canopy Event Design


Canopy’s Party | 59


Canopy Event Design


Canopy’s Party | 61


To make the rim of the glasses, I placed two of the bottom halves of the Canopy symbol side by side on a page, printed and cut them out, and taped them in a cone-like shape. I then photographed the paper models at different angles and picked three that worked best together. The images above are the three I chose.


To create the shape of the modular seating, I rotated the entire bottom half of the Canopy symbol so that one side became parallel to the ground. After some minor adjustments, I cut the shape out of foam several times, took two identical pieces, and glued a strip of foam between them to create the three-dimensional structure of the chair. I then folded and glued a piece of paper to the chair to act as the shape of the cushion. After making several chairs, I attached two together to create a bench and arranged the model furniture with a foam table to create a unit. I photographed them at different angles to achieve the desired perspective for the poster design.


To create the shape of the bar, I rotated the curve of the Canopy’s symbol so that I was perpendicular to the ground. I then copied this curve and flipped it over the vertical axis to create a mirror image; this defined the outer shape of the structure. After meticulous calculations, I cut 18 circles of varying diameters out of foam and hung them at equal increments on two pieces of wire. I then used clear acetate to create the “glass” bar surrounding the hanging circular shelf structure. I photographed the model at various angles in a foam core box I built to house it.


Canopy’s inagural cocktail party

Canopy Event Design


This multi-part invitation was designed for Canopy’s inaugural cocktail party at The Arbor Room of New Orleans City Park. It is made up of a wooden base and RVSP / business card that are “sewn” together to hold a paper insert in place.

Canopy’s Party | 69


Canopy’s inagural cocktail party


wooden base: 3.75” × 8.5”

Canopy Event Design


The base of the invitation is double sided and contains the primary information for the cocktail party. The back side is revealed once the RSVP card and map are removed. The purpose of the wooden material is to highlight the venue for the event, The Arbor Room of New Orleans City Park, an area surrounded by gorgeous oak trees. Additionally, the medium reinforces the natural definition of “canopy” as “a cover formed by leaves” and matches the custom wooden seating designed for the event (see pages 58-9).

Canopy’s Party | 71


RSVP / Business Card 2” × 3.75”

Canopy Event Design


Canopy’s Party | 73


Map of City Park + Menu of What We Offer 2.75” × 8.5”

of

of

ert

Rob

At Canopy, we can custom design just about anything to make your party unique. Below are our six main categories of party essentials with a few examples to get your wheels turning.

e . Le

E

hanging • LED structures projected imagery • standing • tabletop

Filmore

Mirabeau

seating • storage • tables

Marco

ni

Wisner

Harrison

dishware • glassware • linens place cards • utensils 618

618

bags • bottles • boxes • cans cartons • jars • pouches

Orleans Ave

Desaix

cards • coasters • envelopes + lining invitations • menus • signs • wrapping paper City Park Ave

The Arbor Room

Canopy Event Design

candles • curtains • fabric • flowers mirrors • pillows • sculptures • wall art


The location of the event is denoted by the Canopy symbol.

This “menu� introduces guests to the customization services Canopy offers. 75


These coasters were designed for use at Canopy’s cocktail party. On one side of each coaster is an icon representing one of the six main categories of three-dimensional customization Canopy provides, while the other side is a signature that varies based on the name of that icon. The coasters’ bright and minimal design is consistent with Canopy’s identity and is intended to evoke both interest and intrigue, encouraging guests to learn more about the various specialities Canopy offers. 4” × 4”

Canopy’s Party | 63


furniture + lighting front and back

Canopy Event Design


tableware + package front and back

Canopy’s Party | 65


paper + decor front and back

Canopy Event Design


Canopy Event Design front and back

Canopy’s Party | 67


These curvaceous and colorful boxes are meant to hold Canopy’s specially designed glassware. They also serve as favors for the cocktail party guests as well as gifts to new clients. The outer shape of the package is defined by the same curve as Canopy’s symbol and the view from the side of the box mimics the shape of the illuminated bar. Furthermore, when placed side by side, the slope of the lines on the front of the boxes lines up to produce the Canopy curve.

Canopy’s Party | 77


SET OF 2 CLEAR ACRYLIC GLASSES

SET OF 2 CLEA


AR ACRYLIC FLUTES SET OF 2 CLEAR ACRYLIC GLASSES


front 8.5 × 4.5 x 11”

SET OF 2 CLEAR ACRYLIC GLASSES

Canopy Event Design


back 8.5 × 4.5 x 11”

Canopy,we weknow knowparties partys can AtAtCanopy, cansometimes sometimesget getaalittle little rowdy.That’s That’s why why we’ve we’ve designed rowdy. designed these there sturdy sturdyplastic plastic glassessosoyou younever neverhave havetotoworry worryabout aboutabroken glass glasses broken glass again. are more morethan thanjust justpractical, practical, again.But Butthese theseGlasses glasses are they’re sleek and beautiful just like the event we are they’re sleak and beautiful just like the event we are thrilled you. So So here’s here’sto toyou youand andtoto thrilledto tobegin begin planning planning for for you. the fabulous event we will create together! CHEERS! the fabulous event we will create together! CHEERS!

set setof of 22 6 oz.each each 6 oz. dishwashersafe safe dishwasher

Canopy’s Party | 79


template layout

At cansometimes sometimesget getaalittle little AtCanopy, Canopy,we weknow know parties partys can rowdy. we’ve designed designedthese theresturdy sturdyplastic plastic rowdy. That’s That’s why why we’ve glasses broken glass glassessosoyou younever neverhave haveto toworry worry about about a broken glass again. But these Glasses are more than just practical, again. But these glasses are more than just practical, they’re sleek and beautiful just like the event we are they’re beautiful the event we are thrilled to sleak beginand planning for just you.like So here’s to you and to thrilled to begin planning for create you. Sotogether! here’s to you and to the fabulous event we will CHEERS! the fabulous event we will create together! CHEERS!

set setof of 22 6 oz. 6 oz.each each dishwashersafe safe dishwasher

Canopy Event Design

SET OF 2 CLEAR ACRYLIC GLASSES


multiple viewpoints

Canopy’s Party | 81


front 7 × 3.5 x 11”

SET OF 2 CLEAR ACRYLIC FLUTES

Canopy Event Design


back 7 × 3.5 x 11”

At Canopy, we know partys can sometimes get a little rowdy. That’s why we’ve designed these sturdy plastic glasses so you never have to worry about broken glass again. But these flutes are more than just practical, they’re sleak and beautiful just like the event we are thrilled to begin planning for you. So here’s to you and to the fabulous event we will create together! CHEERS!

set of 2 6 oz. each dishwasher safe

Canopy’s Party | 83


template layout

At Canopy, we know partys can sometimes get a little rowdy. That’s why we’ve designed these sturdy plastic glasses so you never have to worry about broken glass again. But these flutes are more than just practical, they’re sleak and beautiful just like the event we are thrilled to begin planning for you. So here’s to you and to the fabulous event we will create together! CHEERS!

set of 2 6 oz. each dishwasher safe

Canopy Event Design

SET OF 2 CLEAR ACRYLIC FLUTES


multuple viewpoints

Canopy’s Party | 85


front 10 × 5 x 11”

SET OF 2 CLEAR ACRYLIC GLASSES

Canopy Event Design


back 10 × 5 x 11”

At Canopy, we know partys can sometimes get a little rowdy. That’s why we’ve designed these sturdy plastic glasses so you never have to worry about broken glass again. But these glasses are more than just practical, they’re sleak and beautiful just like the event we are thrilled to begin planning for you. So here’s to you and to the fabulous event we will create together! CHEERS!

set of 2 6 oz. each dishwasher safe

Canopy’s Party | 87


template layout

At Canopy, we know partys can sometimes get a little rowdy. That’s why we’ve designed these sturdy plastic glasses so you never have to worry about broken glass again. But these glasses are more than just practical, they’re sleak and beautiful just like the event we are thrilled to begin planning for you. So here’s to you and to the fabulous event we will create together! CHEERS!

set of 2 6 oz. each dishwasher safe

Canopy Event Design

SET OF 2 CLEAR ACRYLIC GLASSES


multiple viewpoints

Canopy’s Party | 89


Now more than ever, the field of graphic design is changing and expanding to include a vast spectrum of abilities and specialties. No longer are designers constricted to traditional print and digital media; they are visionaries with a multitude of talents that go far beyond the computer screen. I wanted to emphasize this transition in my show by applying the graphic design principles I’ve learned to industrial, environmental, and furniture design for events. The show highlights the final three-dimensional designs with a series of six posters mounted above a 10 ft. freestanding bar that I built to display the packaging, coasters, invitation, and website designed for Canopy Event Design.

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Canopy Event Design


Canopy’s Party | 95


Canopy Event Design


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anopy

CANOPY N

IG

TT

DE

S

CANOPY

Canopy Event Design

N

E

E EEVV

EN N

EV

CANOPY

T

CANOPY

CANO-


Canopy’s Party | 101


E V E N T

|

D E S I G N

EVENT | DESIGN

EVENT

CANOPY DESIGN

Canopy Event Design

F IRM


I put a lot of thought into the three-dimensional designs I wanted to create for Canopy’s inaugural cocktail party, and this sketch book illustrates my thought process. The pages explore design concepts for chairs, couches, benches, lighting fixtures, glassware, bars, stools, liquor bottles, and tables. Some ideas are more thought out and refined than others, but all serve their purpose in helping me discover which solutions worked best for the show.

Canopy’s Party | 105



Canopy Event Design