Components
01 / Identity
02 / Website
03 / Ads
04 / Event Collateral
05 / Direct Mail
06 / Email
07 / Giveaways
Overview
Georgia State Day is a university-wide fundraising campaign focused on raising philanthropic support and acquiring new donors. From concept to execution, I led the creative direction and helped guide the messaging strategy. This included developing the overarching creative vision, aligning design and content with campaign goals, and ensuring consistency across all channels. I worked with partners across departments to shape a human-centered narrative, oversee production, and maintain quality and cohesion.
01 / Identity
Following best practices in corporate identity design, I led the communications team through a comprehensive rebrand. We began by identifying core keywords—celebratory, moving, eclectic—that formed the foundation of the new identity.
The keywords shaped the campaign’s visual look and feel, as well as its messaging and content strategy. We developed a moodboard and engaged in an iterative creative process, exploring various directions to arrive at a humanistic solution.
02 / Website
03 / Ads
04 / Event Collateral
05 / Direct mail
06 / Email
I designed emails in Salesforce Marketing Cloud using a variety of approaches to drive conversions. Emails featured variable content blocks to present diverse reasons to give—such as student quotes, fast facts, impact statements—tailored to different audience segments. I applied clear hierarchy, concise copy, and strong calls to action to ensure content was easily scannable. And with the help of an LLM, I was able to create custom HTML that improved mobile responsiveness.
Sometimes animations are used to “jangle keys” in the viewer’s face. But here, I implemented pixel-style animations to convey a point. Game! To reinforce the gamified nature of matching/challenge gifts, these animations harkened back to retro arcade games.
07 / Giveaways
I oversaw the production of a branded swag box mailed to top-level donors, coordinating with vendors and ensuring every detail aligned with the brand and campaign objectives.
