Overview

Female Founders Fund is a venture capital firm focused on supporting and scaling female-founded startups by investing in innovative companies across consumer, tech, and e-commerce. Their team asked me to illustrate and design an invitation for their annual cocktail party at their Camp FFF summit.

THE problem

Garden parties in the Hamptons often lean toward a traditional, overly formal floral aesthetic. The client sought a more contemporary, fashion-forward direction that would resonate with a younger audience.

THE Strategy

The illustration I drew leans into bold color and personality, favoring a grittier, hand-drawn style over conventionally softer decorative motifs. Utilizing reference images of the location, I included specific springtime floral varieties and furnishings unique to the property. For the typography I selected a modern, chunkier serif as opposed to a more traditional serif or script.