Print with Purpose: How O’Neil and Rule29 Helped UNICEF Events Inspire and Engage
The Project
UNICEF USA hosts more than 30 fundraising events annually, from intimate donor luncheons to large-scale galas. These events aren’t just designed to impress—they’re built to inspire. In partnership with design agency Rule29, O’Neil elevated the experience through expert print execution, premium materials, and seamless coordination. From the UNICEF Ball to the Audrey Hepburn Society Ball and the Masquerade, the details mattered—and the results speak for themselves. Together, the teams helped UNICEF raise millions in critical funds, while delivering unforgettable experiences that aligned with the organization’s mission to serve children around the world.
Company Background
UNICEF USA is the national organization supporting UNICEF’s global efforts to protect the rights and wellbeing of children. A cornerstone of their engagement strategy includes high-touch fundraising events that connect donors to the mission in deeply personal, emotional, and memorable ways. Rule29 serves as UNICEF’s creative agency of record for special events, and O’Neil is their trusted print partner, bringing ideas to life through material selection, premium print finishes, and flawless execution.
Challenge
Managing 30+ events a year across the country is no small feat, especially when each one requires:
- –Unique Identity, Consistent Brand: Events like the UNICEF Ball, Masquerade, and Audrey Hepburn Society Ball each needed a distinctive look and feel—while remaining unmistakably UNICEF.
- –Premium Production, On Point: Galas with six- and seven-figure fundraising goals require collateral that’s equal parts elegant and on-brand, often featuring custom invitations, signage, and environmental graphics.
- –Tight Timelines and No Room for Error: High-profile attendees, celebrity appearances, and major sponsors meant deadlines weren’t flexible, and expectations were sky-high.
Solution
Working closely with Rule29, O’Neil helped execute every detail with precision—supporting design intent with production expertise and high-touch service.
- –Premium Print & Finishing Techniques
O’Neil produced a wide range of event materials, including invitations, save-the-dates, programs, menus, thank-you cards, event signage, and more—many incorporating foil stamping, embossing, debossing, duplexing, letterpress, wax seals, and custom envelope liners. These tactile finishes elevated the experience from first impression to final toast. - –Production Support from Start to Finish
O’Neil’s role extended beyond print. The team collaborated with Rule29 to consult on materials, provide prototypes, and guide production decisions to ensure everything from the unboxing to in-room presentation delivered on the creative vision and logistical need. - –Digital Integration and Consistency
For key events, O’Neil supported HTML invitation builds and ensured brand consistency across digital and physical touchpoints—streamlining RSVP workflows and enhancing the donor journey.
Results
The creative partnership with Rule29 and production leadership from O’Neil helped UNICEF elevate their events both visually and emotionally, delivering standout results:
UNICEF Ball
Raised over $2.5 million—far exceeding the $1.8 million goal—with appearances from Mariah Carey, David Beckham, Elton John, and Matt Damon.
“We have heard only great things from everyone; I honestly think people were floored by what we were able to accomplish together.”
– UNICEF Client
UNICEF Masquerade Ball
Raised more than $450,000 and delivered an unforgettable experience from invitation to event night.
Audrey Hepburn Society Ball
“The event was fantastic! We raised over $815,000! All collateral looked beautiful! We received many compliments.”
– UNICEF Client
Across All Events
- –Seamless execution of more than 30 unique experiences annually.
- –Custom print materials that elevated the guest experience, reinforced brand identity, and inspired donor confidence.
- –Timely delivery and flexible problem-solving that enabled creative teams and event planners to perform with peace of mind.
The O’Neil and Rule29 Difference
When creativity meets craftsmanship, the results are powerful. Rule29 brings strategic design that tells meaningful stories; O’Neil brings the precision and production expertise to make those stories tangible. Together, we don’t just deliver beautiful materials—we create immersive experiences that connect with audiences, elevate brands, and drive results. From the first concept to the final detail, our partnership ensures every piece does more than look good—it makes an impact.
Let’s make something meaningful—together.