An Open Invitation for Open Conversations

Overview

Alpha is a global conversation series where people can explore life's biggest questions over sharing a meal, listening to a video, and open discussion.

This project focused on translating Alpha's hospitality first experience into a cohesive campaign across print, digital, and relational touchpoints. Rather than promoting each dinner as an event, the goal was to communicate a sense of welcome, curiosity, and belonging first then inviting people to take a seat at the table and join the conversation.

Client

Wellspring NYC

Project Type

Creative Direction / Marketing

Timeline

10 Weeks, 2026

What is Alpha?

Alpha is more than a course or event. It's an experience of hospitality – a place where people can share a meal, ask honest questions, and explore faith in community.

Our goal was to make people feel included at every touchpoint - digital and physical - of their experience. From personalized invitations, to the food we made, to our weekly dinners, and even our in person retreat.

Photo by @richardsmithiii

The Cooking Team

For each of our weekly dinners, a team of leaders would gather together to plan the menu, order the groceries, and cook a meal for over 80 guests each week.

Photo by @richardsmithiii

Queens is widely considered the most ethnically and linguistically diverse urban area in the world. We wanted our invitations to reflect that and specifically cater to some of the communities in the area.

In the Wild

Part of the Alpha ethos is to meet people where they're at. Understanding that everyone is on their own journey meant that our role as hosts is to listen with grace. We designed our take on the classic "Take what you need" posters that are often posted around the city. But in this case, the pull tab is an invitation to a free meal and opportunity for connection.

Queens Easter Festival

Every spring, Renew Queens, a nonprofit and community center, hosts a neighborhood wide festival for families to come together and enjoy the best of the community. Year to year, the attendance has increased to thousands which meant having resources to learn more about programs was essential.