Twice a year, during summer and winter, Meals on Wheels America campaigns for donations to help the cause of senior hunger. The direct mailings consist of both an inside and outside envelope, a letter and pledge card. Its accompanied by a social media campaign and a series of six email blasts. These campaigns reach around 30,000 people over social media and direct mailings.
Summer Campaign 2015
Theme: Move seniors to the front of the line
Role: Creator of Theme Branding, Designer of Print Materials and Social Media Images
Problem: Having just rebranded and with a reach of ~30k potential donors, it was essential that we incorporated and leveraged the new brand in the summer campaign. It was my job to create a campaign using colors and elements of the new logo. We wanted to convey motion, energy, and liveliness. The branding for this project needed to be able to translate across various forms of media.
Winter Campaign 2015
Theme: Spark The Movement
Role: Creator of theme branding, Designer of print materials and social media images
Having had the experience of a full donation campaign under my belt at this point, I though this would be an easy assignment. I could not have been more wrong. I found myself struggling to use our brand to create a warm holiday feel. I found that I needed to branch out into new color palettes to achieve this. I also used this opportunity to explore the popular polygonal vectorized mosaic. I really loved using our existing language of “spark the movement” and “spark gratitude” and creating a new feel with it.
For more information about Meals on Wheels and how you can get involved, please visit http://www.mealsonwheelsamerica.org/