United Way of Greater Atlanta (one of the largest chapters out of 1,700) has served Atlanta for almost 120 years. After the pandemic, they were looking to take a fresh approach and reinvigorate their base of donors while engaging new ones.
We collaborated with an external agency to provide initial concepts and strategy for web and an ad campaign, while I developed and implemented deliverables with support by a developer on the website.
UWGA's new color system is a contemporary blend, easy to manage. A light base pairs with a contrasting dark shade, drawn from opposing color wheel sides.
Web Design
The new modular design system allowed me to iterate swiftly with the developer on new pages and ensure that the site looked bold while improving on a technical level. Reduction in bounce rates, load times and increase in form completion were a priority along with using real photos to enhance the authenticity of the storytelling.
Presentation Templates
I developed a new presentation template for internal and external use, with a focus on bold aesthetics and clarity. I produced a large bank of duotone photos to ensure staff had access to compelling assets to enhance their storytelling and reinforce the new look.
Paid Media & Social Media
I designed several series of paid ads for general display, Instagram, Linkedin, and placement on The Wall Street Journal. With strong views and click throughs, they were successful in reaching new audiences United Way hadn't before.
"Care Like a Kid"
Kids love with an open heart and they think with an open mind. As we grow up, we find more reasons to be apathetic and more "realistic." To make real change, we need people to care like a kid but also get involved. Care like a kid, give like a grownup.
After establishing a new look and feel online and reaching new audiences the next step was the tangible. I developed t-shirts to be sold on United Ways storefront as a new stream of revenue and for a way for the community to show support.
I also produced signage, direct mail, and out of home media to bring the new brand to life in the physical world.
