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Children with Backpacks Children with Backpacks
Creating Memorable Experiences

Helping Children All Over the World Survive and Thrive.

UNICEF USA works in over 190 countries and territories to save children’s lives, defend their rights, and help them fulfill their potential from early childhood through adolescence. They never give up, no matter what. Rule29 has had the privilege of working with them on many of their big events, such as their first virtual event and over 30 other events around the country with their local and national committees, sometimes featuring some of the biggest celebrities in the country. These events help educate, raise awareness, build connections, and raise funds needed to make the impact to save the lives of children around the world.


  • Research and Strategy
  • Brand, Logo, and Identity
  • Website Development
  • Video and Animation
  • Digital and Social Media
  • Advertising and Marketing
  • Infographics and Illustration
  • Print and Annual Reports
  • Events and Promotion
  • Environments and Signage
  • Design for Social Impact

The Challenge

UNICEF USA came to Rule29 to help navigate the challenges of COVID-19 so they could continue to lift up those that need it most. They are masters at hosting fundraising events, more than thirty each year—from speaker series to luncheons to celebrity galas. We were honored to be part of creating these memorable experiences. But now with the restrictions imposed by the pandemic, they turned to us to help craft some new virtual solutions to continue to do work that saves lives.

Young Girl Smiling
Group of Boys
Young Boy Smiling

Process & Research

Over the years of our partnership with the organization, we’ve had the chance to explore a range of smart solutions for print, digital, and web. We knew we could parlay our designs even more so in the digital sphere by creating HTML versions of our print invites and microsites for easy information access and RSVP capabilities. After the lockdown, we began to research how we could create something totally virtual for UNICEF USA on a scale no one could imagine.

Once the format started to take shape, we created a pitch deck to further allow UNICEF USA to gain exposure and support from key advocates (major networks, celebrities from around the world, and big donors) of the UNICEF USA mission. The deck included specific details about the event and who was performing in each segment, all within a beautifully designed, digital presentation.

UNICEF Virtual event Designs


We were committed to making sure UNICEF USA continued to make an impact, pandemic or not. As a result, we collaborated with the UNICEF USA team to put on a one-night-only virtual event that was unlike any other. Rule29 helped UNICEF USA build excitement for the event through a variety of messaging, digital, social assets, and online announcements designed to encourage attendance and donations.

Mobile Virtual Event
UNICEF Pitch Deck Designs

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Raised on the First Virtual Event

Countries Supported

Over 30 events a year

Rule29 made sure the UNICEF Masquerade Ball was as visible as possible, establishing eye-catching, share-worthy social media memes. At the event itself, the red-carpet backdrop we designed championed UNICEF. We’ve parlayed our designs into the digital sphere by creating HTML versions of our print invites and microsites for easy information access and RSVP capabilities.

UNICEF Masquerade Ball Designs
UNICEF Ball Billie Eilish
UNICEF Masquerade Ball Billie Eilish Announcement Social Post
UNICEF Masquerade Ball Social Post

With all of our UNICEF special events pieces, we take a holistic approach, considering a myriad of influences to inform the multifaceted designs. This can range from the thematic concepts of the event overall, special guests and honorees, and most importantly, those impacted by UNICEF’s work across the globe.

UNICEF Ball Designs

I want you to know how phenomenally impressed the team and I are with your ability to activate with us around emergencies. It is unworldly. Your partnership is and will forever be one that is deeply appreciated, and we are grateful to have the Rule29 be such a big part of our family, especially in times of crisis. We see the pace you’re working at, and it is mind-blowing.

Tyler Armstrong Managing Director of Special Events, UNICEF USA

UNICEF Print Design

We vary our approach through touches such as foil, emboss, deboss, letterpress, wax seals, envelope liners, and duplexing to make an impact.

We vary our approach through touches such as foil, emboss, deboss, letterpress, wax seals, envelope liners, and duplexing to make an impact.

UNICEF Print Design

Every event needs to have a different look and feel, within the branding of UNICEF USA. When Atlanta secured Ted Turner as their honoree, we created an invite that had a rugged, tactile feel, while still remaining elegant and high class. When Houston featured the late First Lady, Barbara Bush, we created a design worthy of such an important historical figure and advocate for children. And even without a big name, all events are given care and attention to detail, impact, and presentation.

Inspired Gift Cards help UNICEF raise key funds for specific needs around the world. Each card has a very particular price point, allowing event attendees to donate to certain needs they resonate with, knowing that the money goes directly to it.

UNICEF Ad Designs

With our extensive paper and print experience, we use these as creative elements along with the event themes to help each event stand on its own. This approach helps the events cut through the noise and stand out among other events.

Boston Gala Invite
UNICEF Boston Gala Design
The UNICEF ball design
UNICEF Dallas Gala Design
UNICEF USA Projects Recognized by
HOW Design Logo