Youth Singers of Calgary

Learning a New Song


Reinvigorating the annual fundraiser for one of Calgary’s most important Arts organizations.

The Youth Singers of Calgary’s annual event, Hearts 4 Arts, had been seeing diminishing attendance and returns. They needed to reinvigorate their audience but also to endear themselves to a new one. As an organization, they were founded on the idea that there was a part for any child who wanted to play one. Over the decades, The Youth Singers has become a safe haven, launch pad, and incubator for kids from all of Calgary’s demographics. They had a great story, but they needed help telling it. We partnered with experiential event planners, Boom Goes the Drum to rethink the annual event, and got started with a new name.


The name Hearts Out referenced an amazing night out on the town, and also spoke to the bravery required of every youth participating in the program.


We facilitated a piece of original music that was composed by a local songwriter and performed by The Youth Singers themselves. It was played on local radio stations, made into an event poster, postcard invitations, and even functioned as the flagship design for the event. 




The results were jazz-hand worthy. The event was sold-out a week in advance, and grossed more donations in a single evening than The Youth Singers had thought possible. It was a great start to a multi-year initiative aimed at revitalizing the organization and its supporters.