Project Overview

The Year-End Campaign Fund was a fundraising initiative designed to encourage donations to support New York’s most vulnerable individuals. This campaign served as a continuation of the #GivingTuesday effort, extending the momentum into the final months of the year. The design aimed to create a sense of urgency, community impact, and generosity, motivating donors to contribute before the year’s end.

Creative Approach

The campaign’s visual identity was built around warm, engaging colors, bold typography, and clear messaging to drive donor engagement.

Key design elements included:

Color Palette – A mix of warm oranges, deep reds, and calming blues, evoking feelings of compassion, urgency, and trust.

Typography – A combination of Acumin Bold for strong messaging and Trade Gothic LT Pro for a modern, professional feel.

Hierarchy & Readability – Large, eye-catching headlines like “Give Today” and “Make a Difference” ensured clarity and immediate action.

Visual Flow – The design effectively guides the viewer’s eye from the campaign introduction to the donation call-to-action, optimizing engagement.

Execution & Impact

The campaign was strategically launched across multiple platforms:

October Pre-Campaign – Built awareness leading into #GivingTuesday.

#GivingTuesday Activation – Engaged donors through digital and print outreach.

Year-End Push – Follow-up materials reinforced urgency to maximize final contributions.

By integrating compelling visuals with a structured donor engagement strategy, this campaign successfully amplified WellLife Network’s fundraising efforts, ensuring a strong close to the year.

This project highlights my expertise in cause-driven design, strategic fundraising visuals, and multi-channel campaign execution, demonstrating how design can influence generosity and drive impact for nonprofit organizations.

Portfolio view

Client: WellLife Network
Role: Art Director / Graphic Designer
Software Used: Adobe InDesign, Photoshop, Illustrator
Project Type: Fundraising Campaign Design
Placement: Print & Digital (Email, Social Media, Direct Mail, Website)