THE CHALLENGE:
Community outreach is one of Grace's core passions. My job was to take their existing outreach campaign and convey that passion by re-imagining it from the ground up. I wanted our audience to feel that SOMETHING BIG IS HAPPENING – for them to attain Grace's passion and get involved.
MY METHODS:
This needed to appeal to the ~1,000 people who visit Grace, particularly Young Professionals. It needed a new energy: new colors, new typeface – and a new name. After my research and creation process, I presented multiple options to the leadership and staff to vote on. I took a little risk and deviated from our standard blue/gray branding and it was approved! Everyone was now excited.
With a design in hand, I worked with the key leaders of this campaign to develop a list of what pieces could be created within the budgetary restraints. From there it was off to the wonderful and exciting world of MS Excel (possible overstatement) to build out an action plan of tasks, assignees and dates to make this thing happen!
I managed the project among a small team of staff and a freelancer, regularly providing guidance and check-ins on all the details, "Why did the vendor modify our shirt design? Will it be on time? Who will be here when it arrives after hours? Who can help sort these 1,240 shirts?"
At the same time I designed everything you see here.
THE RESULTS:
Sorry, but you'll need to scroll down for that!
Auditorium entrance.
Design graphics & auditorium setup for 6 screens.
Everybody loves stickers.
Bags for people to fill with list of needed items. Lists were provided directly by the partner organizations.
1,240 free shirts were given away to adults and kids.
Hallway signs and tables for bags & shirts.
QR codes were placed on seat back pockets and this pull-up. My idea was to have a centralized /DoGood page on our site that would change each week as participants were encouraged to get involved in different ways. This page was then set up by our marketing team.
Grace received lists of items to collect in these bags from a couple local partners providing assistance in Arlington.
These graphics were used on screen in-person, and provided to our marketing team for weekly promotions.
For these, I developed filled-in versions of the Do Good typeface that stood out at smaller sizes (i.e. phone screens).
This was also to have future-proof options for when trends sadly pass on from Do Good's primary 3-lined typeface.
For these, I developed filled-in versions of the Do Good typeface that stood out at smaller sizes (i.e. phone screens).
This was also to have future-proof options for when trends sadly pass on from Do Good's primary 3-lined typeface.
YouTube thumbnails for the 3 weeks of Do Good messages, captured from promo videos. (YouTube @trygracecc).
For context, the themes were:
Week 1 raise donations for 12 vetted organizations. Week 2 individuals were encouraged to volunteer locally.
Week 3 was a message for everyone to continuing loving their neighbors throughout the year.
Week 1 raise donations for 12 vetted organizations. Week 2 individuals were encouraged to volunteer locally.
Week 3 was a message for everyone to continuing loving their neighbors throughout the year.
Additional t-shirts displaying the list partners supported in 2023. These 3-color designs on teal fabric were outside of Grace's budget to give away but were made available at the end of the campaign via an external vendor.
VIDEO PROMOS:
I worked with our freelance videographer & editor to provide vision, direction and on-site guidance. This ensured the videos remained on point with the look, feel and messaging of the campaign. It also involved some stage design with me matching the colors on the LED screen and overhead lights to the Do Good palette.
THE RESULTS
You're here! You did it! Thank you for taking the time to arrive here, I hope you are inspired by the good work that is happening all around us.
During 1 week of Do Good we raised $184,907.53 to support 12 organizations. Attendees brought 1,750 bags packed with essential items for an Arlington shelter, and they provided 280 hours of service to community organizations.
The big win for this was the number of unique donors who went up nearly 40% over previous campaigns, raising roughly $60,000 more dollars in 2023.
