This campaign was designed with a strategic rollout that began in October to introduce and build anticipation for #GivingTuesday, followed by an announcement on the actual day, and culminating in a comprehensive Year-End Campaign in December. The objective was to drive community involvement and donations to improve the lives of New York’s most vulnerable populations.

I developed a cohesive visual identity that carried through each phase of the campaign, using a vibrant color palette (featuring red, blue, and orange tones) to evoke both urgency and optimism. The typography, including Acumin Bold and Trade Gothic LT Pro, was selected for its bold readability and modern appeal, ensuring a consistent look across all campaign materials.

The design work covered a range of deliverables, from digital assets for social media and email to printed materials for donation appeals. My role involved overseeing the creative direction, designing key assets, and ensuring a seamless transition between each phase—from the initial October introduction to the Year-End Fundraising push.