30th ANNIVERSARY BAKKEN CENTER

Introduction

The Bakken Center for Spirituality & Healing at the University of Minnesota needed a cohesive visual identity for their 30th anniversary celebration—a major donor event featuring founding director Mary Jo Kreitzer and mindfulness pioneer Jon Kabat-Zinn. I designed everything from advertising and wayfinding to programs, nametags, and takeaways for 300 attendees. The goal was to position this milestone with professional gravity while honoring the center's mindfulness values.

Introduction

Challenges

Challenges

I worked within the general UMN and Bakken Center brand guidelines on a tight three-month timeline and limited budget. I coordinated with multiple vendors to produce everything from large signage to tote bags while maintaining visual consistency. The design needed to feel elevated and event-specific without straying from the institution's academic credibility.

The audience skewed older, so accessibility and high contrast were essential. The deep maroon gradient paired with light gold ensured strong visibility from a distance while also creating a regal tone that matched the gravity of the occasion. Whispy graphics balanced with bold typography successfully bridged mindfulness with institutional professionalism.

Final thoughts

Final thoughts

This project gave me confidence in my ability to lead a large-scale branding initiative from concept to execution, and the experience of being on-site to see my work come to life reinforced why I love designing for real-world events and experiences.

The event was a major success—around 300 people attended and over $100,000 was raised in donations. Seeing attendees interact with the materials I designed was incredibly rewarding, and the feedback from both the client and event-goers was overwhelmingly positive.

Next projects.

All projects

(2016-25©)

WELCH'S

2024

WELCH'S

2024

TRANSCEND

2024

TRANSCEND

2024

2026© SHMU Studio

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Let’s talk.

Let's talk about your brand, whether you need a full visual identity, social content strategy, or a system that scales.

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I work closely with you to understand your vision, values, and goals, ensuring the design direction aligns with what matters most to your brand.

Clarity

After our conversation, you'll get a detailed project plan with timelines, milestones, and check-in points so we're always on the same page.

Let’s talk.

Let's talk about your brand, whether you need a full visual identity, social content strategy, or a system that scales.

Co-Creation

I work closely with you to understand your vision, values, and goals, ensuring the design direction aligns with what matters most to your brand.

Clarity

After our conversation, you'll get a detailed project plan with timelines, milestones, and check-in points so we're always on the same page.