united way GTA
#UNIGNORABLE Campaign Design
In partnership with Pantone, TAXI agency and United Way created something #UNIGNORABLE – the most unignorable colour, in order to highlight local issues like unemployment, poverty and homelessness. During the implementation of the #UNIGNORABLE brand in 2019, my team and I were asked to redesign all the workplace materials in order to reflect the look and feel of the new brand.
As a design manager, I decided to blend Malika Favre’s illustrations, representative of those #UNIGNORABLE local issues, with pictures of real people whose lives were impacted by United Way, for greater visual impact.
CHALLENGE
Make people across Canada aware of the issues impacting their communities and drive them to take a vested interest in those issues. Retain and build relationships with donors inside workplaces that run United Way campaigns. Provide meaningful, specific and relevant materials that reflect the #UNIGNORABLE integration and tell a specific story about local love solving unignorable local issues.
TIMELINE & TOOLS
• 9 weeks (June 2019 – August 2019)
• Photoshop, InDesign, and XD
MY ROLE
As the Design Manager, I worked closely with the Senior Copywriter and Project Manager, planning the strategy and deadlines for the whole #UNIGNORABLE campaign together. I assigned the deliverables to the design team and provided them with feedback.
I was also responsible for the hands-on redesign of the Email Campaign, the 3rd Party Platforms pages, and the Social Media advertising, incorporating #UNIGNORABLE brand language. I articulated the design vision and presented it in front of stakeholders and senior management.
3RD PARTY PLATFORMS (3PP)
Many organizations are moving away from paper-based campaigns to new technology, referred to internally as third-party platforms (3PP) such us: Your Cause, Benevity, Salesforce Philanthropy Cloud. The problems we were looking to solve were: (1) incorporating the #UNIGNORABLE brand language and (2) communicating the impact of giving to existing United Way donors in 3PP workplaces so they are inspired to give.
EMAIL CAMPAIGN
My objective was to redesign all the email curriculums (GTA and National versions), applying a mobile-first design approach and reflecting the #UNIGNORABLE brand’s look and feel. I worked closely with the copywriter to incorporate the new brand language similar to the rest of workplace materials, for a seamless experience. The email curriculums included: campaign launch, two email reminders to give, last chance email, and a Thank-You email for the end of the campaign.