Giving Tuesday
Company: Mercy Home for Boys and Girls.
Industry: Non-profit Organization
Project Type: Fundraising Campaign
Role: Art Director, Graphic Designer, Production Artist
Mercy Home, a Chicago-based children’s charity, needed a fresh look for their annual Giving Tuesday holiday campaign, so I gave them the aesthetic refresh they had been looking for.
Giving Tuesday is an annual non-profit holiday that falls on the Tuesday after Cyber Monday, seeking to capitalize on the holiday-focused spending of Americans during this season. Mercy Home runs a campaign all throughout November to raise funds and inform our audience of the Giving Tuesday holiday and the mission of the Home itself.
This campaign centers around a composite story rooted in the real experiences of their residents, and the composite kid(s) changes each year. For this iteration of the Giving Tuesday campaign, the story focused on siblings Leila and Amari, who lost their parents and had to survive without them.
As design director, I established the aesthetic, typographic, color, and composition guidelines this campaign would be built around. As the graphic designer and production designer, I created all graphics, ensuring the quality and consistency of each.
In all, graphics were created for digital and print premium advertising, web banners and blog imagery, social media graphics, billboards, and CTA ads.
At the end of this campaign, we had successfully raised $1.3 million, reached 3 million people, and acquired over 2,500 website clicks.
