At the heart of Park City's bustling Sundance Film Festival 2025, we executed an impressive brand activation that married traditional craftsmanship with modern luxury. The event, commissioned by Chase Ink, transformed the simple act of receiving a journal into an unforgettable experience through the art of custom hot foiling on premium leather journals.
Behind the seamless execution was a carefully assembled team from Simply Lettered, featuring two expert artists from Adorned by Ammi. These skilled artisans brought years of experience in the delicate art of hot foiling, a technique that requires both precision and artistic flair. Complementing the artists was an on-site assistant who orchestrated the flow of guests and managed the technical aspects of the operation, ensuring that each participant's experience was smooth and memorable.
The setting itself was thoughtfully curated, with a sophisticated workspace that balanced functionality with aesthetic appeal. The custom station featured professional hot foiling equipment, carefully positioned to allow festival attendees to witness the personalization process. The workspace included elegant metallic foils that created stunning holographic effects, adding an extra layer of luxury to each personalized piece. A display of fresh pastries and refreshments added to the upscale atmosphere, making the wait time feel more like a luxury experience than a queue.
The journals themselves were masterpieces of corporate branding subtlety. Each burgundy leather journal bore Chase Ink's distinctive geometric emblem, elegantly embossed into the supple leather. The personalization process added individual names in shimmering metallic foil, creating a beautiful interplay between the corporate branding and personal touch. The holographic effect of the foiling created an eye-catching rainbow sheen that changed colors as the journal moved, making each piece not just personal but also visually dynamic.
The efficiency of the operation was particularly noteworthy. In just two and a half hours, the team successfully personalized journals for 250 attendees, maintaining consistent quality despite the rapid pace. This translated to completing one personalization approximately every 36 seconds, a testament to the team's expertise and the streamlined process they had developed. The quick turnaround time was crucial given the festival setting, where attendees often had tight schedules between film screenings and events.
The location within the Sundance Film Festival venue added an extra dimension of prestige to the experience. The space featured the festival's signature screening displays showing artistic animations, creating an ambiance that perfectly aligned with the creative and cultural significance of the event. This setting reinforced Chase Ink's connection to the creative industries and their support of artistic endeavors.
What made this activation particularly successful was its ability to create a lasting connection between the brand and the festival attendees. Unlike traditional promotional items, these personalized journals represented a perfect synthesis of utility, luxury, and personal meaning. Each recipient walked away with not just a premium product, but a personalized piece that would serve as a tangible reminder of their Sundance experience and their interaction with the Chase Ink brand.
The project exemplified how traditional crafting techniques can be successfully integrated into modern corporate events, creating meaningful connections with attendees through personalized, high-quality items. It demonstrated Simply Lettered's ability to execute large-scale personalization projects while maintaining the attention to detail and quality that luxury brands demand. This successful activation set a new standard for corporate gifting experiences at high-profile events, proving that with the right combination of skill, planning, and creativity, it's possible to create meaningful brand interactions that resonate with discerning audiences.