Overview
"Give Kids a Fair Shot," was a United Way of Greater Atlanta fundraising campaign for donors to provide opportunities for children and families while earning exclusive soccer gear.
Using the concept and messaging framework developed by United Way’s agency partner, I designed a responsive digital fundraising experience that translated the campaign’s visual identity and messaging into an engaging donor journey optimized for both desktop and mobile audiences.
*Campaign concept and messaging framework developed by agency partner.
The Challenge
My challenge was to turn an established campaign concept into a digital experience that clearly communicated the story, balanced emotional storytelling with fundraising goals, presented donation incentives and sponsorships, guided users to action without overwhelming them, and maintained a consistent visual identity.
My Role
Senior Designer
• Responsive landing page design
• Information architecture
• Donation experience design
• Visual storytelling
• Stakeholder presentations and feedback implementation
• Information architecture
• Donation experience design
• Visual storytelling
• Stakeholder presentations and feedback implementation
Design Approach
The Fair Shot campaign centered on the idea that every child deserves access to opportunities that help them grow, learn, and succeed.
Using the campaign’s established visual identity as a foundation, I designed a digital experience that transformed the broader campaign narrative into a structured and intuitive fundraising journey. The page combined bold typography, dynamic imagery, impact statistics, donor incentives, testimonials, and clear calls to action to create momentum throughout the experience.
Content was organized to move users from awareness to action by:
1. Introducing the campaign mission
2. Highlighting the need through community data
3. Demonstrating donor impact
4. Presenting giving opportunities and incentives
5. Encouraging sharing and continued engagement
2. Highlighting the need through community data
3. Demonstrating donor impact
4. Presenting giving opportunities and incentives
5. Encouraging sharing and continued engagement
Design Highlights
• Extended an existing campaign identity into a cohesive digital experience
• Designed responsive layouts for desktop and mobile audiences
• Structured complex fundraising content into a clear user journey
• Integrated donor incentives, impact storytelling, and community testimonials
• Balanced campaign branding with usability and conversion-focused design principles
• Designed responsive layouts for desktop and mobile audiences
• Structured complex fundraising content into a clear user journey
• Integrated donor incentives, impact storytelling, and community testimonials
• Balanced campaign branding with usability and conversion-focused design principles
Outcome
The final product translated the Fair Shot campaign into a digital platform supporting fundraising, storytelling, and engagement. A strong visual hierarchy and clear conversion path helped donors connect with the mission and impact.
Key Takeaways
This project shows my ability to extend brand and campaign systems into effective digital experiences. By turning a large-scale fundraising campaign into a responsive, user-focused platform, I helped bridge the gap between campaign strategy and audience action.
Display Ads and Promo Materials
