Forested Families
Marketing Campaign
Goal
to increase awareness, funding, and volunteer engagement through design that communicates hope, community, and belonging
Description
A hopeful and informative campaign encouraging audiences to donate or volunteer through brochures and social media.
The Process
Conducted audience and competitor research, defined the brand's color palette, typography, and voice, then created the brochure and applied consistent branding to social media materials.
The Challenge
Develop a cohesive campaign across print and digital platforms while maintaining an uplifting tone.
Audience
Developed personas representing the target audience based on statistics from AmeriCorps, Double the Donation, and Philanthropy Roundtable.
The Research
Analyzed competitor nonprofits (Choices Ohio, Bridges, A Sense of Home, Christian Alliance for Orphans) and successful campaigns (ALS Ice Bucket Challenge, Charity: Water, Salvation Army Angel Tree). Key design trends: personalization, clear messaging, sustainability, and strong. Conducted generative workshops to identify emotional and visual themes that resonate with the audience. Insights: people respond to "Youth Thriving," "Community," and "Simplicity of Involvement."
Audience
Developed personas representing the target audience based on statistics from AmeriCorps, Double the Donation, and Philanthropy Roundtable.
