While much of the campaign focused outwardly on the attendees, over 130 artists featured at the event, and booth sales made up a significant portion of the overall event revenue. Collateral that was internal or artist focused helped to maintain the legitimacy and coherence of every piece of communication.
Craft + Design is the flagship event for the Visual Arts Center of Richmond and prominently includes a large number of VIPs central to the organization. Special consideration was given to these individuals and corporate sponsors through dedicated signage, exclusive spaces including the VIP Lounge, and invitations to special events.