Client: All Hallows’ Foundation
Categories: Branding, Campaign Management, Digital Design, Print Design
Background:
All Hallows’ Foundation hosts an annual giving day, an event that seeks to raise $192,480 to help 2 young girls attend All Hallows’ that otherwise wouldn’t have the opportunity. In 2024, the theme was “Imagine”, and I was honoured to be able to lead the design, branding and collateral for this campaign.
The Problem:
In tight economic times, it’s a big ask to request donations, so this campaign needed to be equal parts friendly and bold. There were some key problems I needed to solve for this campaign to be a success:
- The collateral needed to match the AHS brand, but offer something different to distinguish itself from regular advertising and materials.
- The campaign assets needed to suit a huge variety of mediums and platforms, from social media to printed signage and videography overlays.
- All collateral needed to be completed within a tight budget of roughly $1,000, and within a turnaround time of only a few weeks.
- And most of all, the campaign had to successfully inspire parents, friends and the general public to consider imagining a brighter future.
The Solution:
The finished look and feel for the campaign took inspiration from the idea of imagination. Cloud elements conveyed the ‘imagine’ theme in a way that resonated with students and the community alike, and the cloud elements proved extremely versatile across mediums and formats.
Aspects like the font suite and colour choices were deliberate to ensure the campaign looked like All Hallows’, but in a different way for a very special event. I sought out new suppliers to partner with for printed materials to ensure we had them on time, within budget, and on eco-friendly stock to remain in line with the School’s environmental policy.
Fast success was achieved with this campaign, with the first EDM (shown below) bringing in over $5,000 in donations in a matter of hours, before the official Giving Day had even launched.
This campaign was a huge success, with the Giving Day goal being reached and over $210,000 raised in 24 hours.
