Million Dollar Club Event Branding
A Palm Springs celebration of achievement, designed to impress from first glance to final toast.
Client: Proforma
Role: Event Brand Designer, Merch Designer
Tools Used: Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Canva
The Challenge
Million Dollar Club is Proforma’s annual event honoring franchise owners whose companies achieved over one million dollars in sales in the past year. For 2025, the celebration was set in Palm Springs, California, with a theme that needed to feel luxurious, sunny, and worthy of the elite status of the attendees. The brand system had to work seamlessly across apparel, merchandise, signage, digital assets, and print materials, all while keeping the event’s identity cohesive without overshadowing the existing Million Dollar Club logo.
The Approach
Research & Discovery
I studied Palm Springs’ visual style, pulling inspiration from mid-century architecture, pastel color palettes, and playful resort vibes. The goal was to create a brand experience that balanced upscale sophistication with a light, celebratory mood.
Concept Development
I explored combinations of coral, baby pink, sage green, soft yellow, and powder blue. Graphics incorporated subtle flamingo motifs, palm silhouettes, and geometric sun shapes that could be scaled across formats. Special care was taken to keep the Million Dollar Club logo integrated but not dominant, letting the event theme shine.
Execution
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Merchandise Design: Created custom designs for a beach towel, tote bag, baseball cap, tumbler, sunscreen & lip balm duo, and luggage tag.
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Staff Apparel: Designed coordinated T-shirts, polos, and outerwear for the Proforma corporate crew, ensuring consistent branding without competing with owner gifts.
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Event Signage: Produced entryway graphics, directional signs, and branded presentation screens.
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Digital Assets: Designed social media graphics and event slides for on-site displays.
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Print Materials: Developed menus, name badges, and other collateral to tie the visual experience together.
The Solution
A cohesive brand system that brought Palm Springs to life through playful yet polished design. From the moment attendees arrived, they were greeted with coordinated merchandise, bright signage, and apparel that set a welcoming, celebratory tone. The theme flowed across every touchpoint, making the event feel immersive and thoughtfully planned.
The Results
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Delivered a complete event brand package on schedule and ready for multiple print and production vendors
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Enhanced attendee experience through visually coordinated merchandise and décor
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Created a design system that balanced fun and sophistication, resonating with both the event’s luxury positioning and relaxed destination
Key Takeaways
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A strong visual theme creates cohesion across diverse formats, from apparel and giveaways to digital screens
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Strategic use of color and motifs can tie an event to its location while keeping the brand’s core identity intact
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Thoughtful merchandise design can serve as both a functional gift and a lasting reminder of the event
