A CASE STUDY BY LESLIE HINTON
Celebrating
The John Wayne Odyssey
The Client
I had the honor of working with the John Wayne Cancer Institute Auxiliary (JWCIA), the fundraising arm of the John Wayne Cancer Institute at Saint John’s Hospital in Santa Monica, CA. Since the 1980s, JWCIA has been committed to supporting groundbreaking cancer research and treatment initiatives to further advance their cause.
Logo Design
Invitations
100 Page Ad Journal
Guest Engagement items
Postcard Design
Stationery
Scope
JWCIA sought to raise significant funds, drive awareness, and engage a new generation of supporters and volunteers by showcasing a richly entertaining event and highlighting the legacy that they have built over the years. The design challenge was to create a visual experience that would resonate with both longtime supporters and a younger, more diverse audience.
The Challenge
This year’s annual gala held special meaning—it marked what would have been the 100th birthday of John Wayne, the legendary actor and namesake of the institute, who lost his life to cancer. This institute was founded by his family to support cancer research and the annual gala was the cornerstone of their fundraising efforts. It needed to honor his legacy while inspiring future support.
The Solution
I worked with the organizers as a creative partner through a collaborative process, exploring different design directions after an initial consultation and research phase to gather inspiration. The organizers were aiming for a Las Vegas theme so we decided to aim for a more retro-inspired visual direction.
The new visual direction was inspired by the glitz and glamor of Las Vegas but with a more retro and nostalgic touch
I aimed for something that speaks to the older volunteers while also engaging younger viewers who are drawn to the charm of the 50s and 60s Vegas. The logo featured a handful of playing cards which included an Ace, King, Queen, and a “Duke” instead of “Jack.” This was intended to be a reference to John Wayne’s nickname—”The Duke.”
I designed an elegant ad journal which was over 100 pages long—showcasing the work of the organization while featuring highlights from previous events and over 100 advertisements which were purchased by donors. I also developed advertisements to help build anticipation and engage our guests. These included invitations, a trifold brochure which highlighted the celebrity hosts, a vellum sheet, a raffle playing card, an RSVP pamphlet, branded envelopes and a $100 poker chip.
I created retro Las Vegas-inspired visual expressions that blended nostalgia, storytelling, and glamor in a way that celebrated their legacy, and resonated across generations.
The organizers greatly appreciated the creativity and passion that went into designing for their event because it helped them to improve attendee engagement and promote the legacy of the institute. All deadlines and budgets were met and it was overall one of their most successful fundraisers in the organization’s history. I am honored to have had the privilege to contribute my efforts in service of the life-saving work of the organization.
The Outcome
