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"Our challenge was to link the venture capital firm's holiday party with a benefit for Project Read, which promotes adult literacy, for an audience of venture partners, entrepreneurs and financial professionals. Our concept was a Christmas tree which becomes a 'tree of knowledge' through the support of adult literacy. The viewer first encounters a Christmas tree-shaped window revealing a statement about literacy, the formal invitation, and finally the 'tree of knowledge' composed of open books," said Earl Gee, creative director. "The die-cut tree shape from the front cover of the invitation created a functional bookmark/tree ornament given to attendees as a keepsake of the event. Our client was extremely pleased, as the event raised several thousand dollars in donations for Project Read resulting in a highly successful holiday benefit."
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