Long established Historic Albany Foundation is a not-for-profit membership-based organization working to preserve and protect buildings with architectural, historic, or civic value. Offerings of educational programming (tours, workshops, lectures) are supported by numerous methods, including four annual fundraising events. Historic Albany Foundation (HAF) has played a major role in shaping Albany’s built environment by working closely with historic property owners, neighborhood stakeholders, private developers, elected officials, and government agencies since 1974. HAF’s familiarity with Shufelt Group’s stellar reputation, including broad vision, creative energy, credibility, and reliability, led to the identification of Shufelt Group as the design and marketing firm for HAF promotional materials.

Focusing on celebration of the agency’s 50-year anniversary, HAF required the upleveling of promotional materials to attract and steward relevant supporters. Superior quality design and production of logos, save-the-date mailers, invitations, envelopes, and display materials were required for Feast; the 50th Anniversary Annual Gala; Built; and the Preservation Merit Awards; along with design of the Campaign for 50 mailer and the Annual Report. While maintaining transparent communication and sustaining necessary timelines, the challenge was to create fresh designs emphasizing the unique nature of each event while integrating the umbrella branding of HAF.

The 50th Anniversary Annual Gala theme was built around a local artist’s large painting that was to be auctioned at the Gala, featuring the historic New York State Education Building. Dialogue around that theme deepened Shufelt Group’s understanding of the vision for the event, which was to be situated at the Education Building. Exploring the values and passion behind the work of HAF allowed Craig’s creativity to surge around the work of the artist. Consistent and transparent communication furthered mutual appreciation: Craig’s of the passions demonstrated by the work of HAF; and HAF's of Craig’s extraordinary talent and expertise. Inspired solutions began to flow organically through conversations with HAF staff, and a primitive sketch emerged. Distilling choices of design and content ripened the artist’s early line drawings of the subject painting into an intriguing teaser for the event. That design concept was incorporated into all Gala materials, including “save-the-date cards,” invitations, envelopes, and displays.

Transparent communication and respect for each other’s expertise resulted in a package of marketing materials strategically aligned with the umbrella branding of Historic Albany Foundation. Craig’s inspired insights created an extraordinary and effective package for an exceptionally successful 50th Anniversary Annual Gala. Ideas for following events began percolating immediately!

Shufelt Group’s strategy of shaping a relationship based on trust and reciprocal communication creates a comforting level of assurance throughout a project. Craig’s ideas don’t stop with completion of a project: inspired concepts establish a pipeline for future assignments. Craig strives to synthesize his clients’ visions, values, and expectations while applying his almost 30 years of creative and logistical expertise and credibility to develop compelling solutions that guarantee increased exposure – and revenue – for his clients. After all, itsaboutyou.™