Dealmakers Celebration — 2022 Edition

Publish Date

March 15, 2024

(Case Study)

Brookfield Properties

Dealmakers
Anchovy Social:
A Mediterranean-Inspired Experience

About this Project

Dealmakers 2021 was one of those projects where branding, storytelling, and spatial experience aligned with perfect precision. Scheduled for Spring 2022, the event opened the door to explore multiple creative directions and build an identity that felt elegant, unexpected, and memorable. As shown in the early concept notes, the venue: Anchovy Social inside the Thompson Hotel, became the conceptual anchor. Its Mediterranean aesthetic defined the palette, textures, and even the form factor of the invitation itself.

Concept Development: From Sea to Experience

The project began with a wide conceptual exploration, examining various sources of visual inspiration. Then the breakthrough arrived: If the restaurant draws from Mediterranean culture… why not design the invitation as a premium sardine tin? Bold, playful, and completely aligned with the venue. This direction shaped the entire creative system — from the geometric scale patterns to the metallic textures and the deep blue-and-gold palette that echoed the restaurant’s atmosphere.

The Sardine Tin Invitation: Design, Craft, and Production

After numerous mockups, scale tests, and proportion studies, the idea crystallized into the signature element of the project: the custom-designed sardine tin invitation.
The final piece incorporated:
• Metallic gold foil
• Spot UV on the scales for added
• Dimensionality
• A central gold band system
• A thick, premium insert card
A fully integrated typographic system inspired by the restaurant’s visual cues The tin became the heart of the entire campaign, elevating the guest experience from the first moment they opened the package.

Digital Extensions
& Motion Graphics

The event branding expanded into a full digital suite, including animated assets designed to give the identity movement and life.
These animations built on the same visual language, geometric patterns, deep blues, gold highlights, creating a cohesive digital storytelling layer for e-blasts and reminders.

Collateral
& Guest Experience

The experience wasn’t limited to the invitation.
The project also included:
• Printed pieces and signage
• Gift packaging and insert cards
• Labels, tags, and branded “goddies”
• A custom-branded Solo Stove as part of the gift set
Every touchpoint was designed to feel curated and intentional, transforming the evening into an immersive Mediterranean-inspired brand moment for DC’s top brokers.

Outcome

Dealmakers 2021 stands as a strong example of how a bold conceptual idea can evolve into a sophisticated, unified visual identity.
Balancing Mediterranean cues, editorial refinement, and high-end production, the full system strengthened Brookfield Properties’ connection with its leading partners.

It proves that great design is never just decoration —
it’s strategy, narrative, and experience woven into one.

Publish Date

(Case Study)

Dealmakers
Anchovy Social:
A Mediterranean-Inspired Experience

About this Project

Concept Development: From Sea to Experience