Project Overview

The “Tournament for Change” was a March Madness-inspired fundraising campaign organized by the WellLife Network Associate Board in 2022. The initiative encouraged participants to donate $50 to fill out a tournament bracket, with the top three winners receiving cash prizes while the remaining proceeds were donated to WellLife Network’s programs supporting individuals in need.

The campaign required a bold, high-energy visual identity that would resonate with sports fans and philanthropic supporters alike, blending the excitement of college basketball with a strong message of social impact.

Creative Approach

The design was developed with a dynamic, sports-driven aesthetic, aligning with March Madness themes while reinforcing the charitable mission behind the campaign.

Key design elements included: Typography & Branding – The use of Acumin Condensed Black Italic & Bold Italic created a strong, fast-paced visual impact, capturing the energy of sports competition. Color Palette – Inspired by Sports Team Colors – The bold mix of PANTONE Orange 021, PANTONE 540, PANTONE 542, and PANTONE 539 Black 30% was chosen to evoke the passion, competitiveness, and trust associated with major athletic tournaments. Layout & Hierarchy – A high-impact, structured design ensured that key details—entry fees, prizes, and the charitable mission—were immediately clear and visually engaging. Call-to-Action Focus – The phrase “Make a Difference with Your Bracket” reinforced the fundraising mission, encouraging participation beyond just the competition.

Execution & Impact

This multi-platform promotional campaign was rolled out across print, social media, and email marketing, ensuring maximum visibility and participation. The campaign successfully: Encouraged engagement from sports enthusiasts and charitable donors alike. Reinforced WellLife Network’s mission by linking community support with an engaging, competitive event. Created a visually cohesive, sports-driven brand identity that elevated the campaign’s reach and effectiveness. By integrating sports excitement with a cause-driven message, this project highlights my expertise in event branding, fundraising campaign design, and high-energy promotional storytelling, demonstrating how strong visual communication can enhance engagement and drive participation for nonprofit initiatives.

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Client: WellLife Network Associate Board
Role: Art Director / Graphic Designer
Software Used: Adobe InDesign, Photoshop, Illustrator
Project Type: Fundraising & Event Branding
Placement: Print & Digital (Event Promotions, Social Media, Email Campaigns)