Beloved Benefit 2022 + 2023

Ask.
Backed by Atlanta civic leaders and philanthropists including Dan Cathy and Arthur Blank, the Beloved Benefit was created to be more than a fundraiser. The goal was a flagship event that embodied Martin Luther King Jr.’s vision of the Beloved Community and inspired real, measurable change in Atlanta’s Westside. Its early success led to the formation of its parent organization, The Same House.

Approach & Result.
The work required building a movement, not a single night. Over the course of a year, we developed a deeply human experience that connected Atlanta’s history to its future through story, environment, and participation. I led creative direction and production across brand identity, narrative development, stage design, and experiential moments. The result was a unifying cultural event that crossed social and economic lines and established a lasting platform for community-driven impact.