Project Overview
In a project with a team of five, we pitched a branding campaign to boost engagement and brand recognition of STARS Air Ambulance among Millennial and Gen Z audiences.
After a visit to STARS headquarters, we gained some really great insights and ended up focusing on the idea that every donation makes an impact. Using targeted messaging and branded visuals, we aimed to connect with younger audiences emotionally, inspiring them to see themselves as essential contributors to STARS' mission.
My Role
While I wore many hats, some areas I led include the Impact-Driven Donations initiative—where I devised a way to connect with donors more personally. I also worked on the design for geo-targeted billboards.
Impact-Driven Donations Campaign Development
I developed the approach for “Impact-Driven Donations,” focusing on stories and messages that would resonate with younger generations.
This strategy aimed to stimulate a sense of urgency and responsibility, showing donors the outcomes of their contributions and how they make a difference.
Creative for Billboards
I designed a series of geo-targeted billboards featuring everyday, relatable activities tied to each area. These visuals used bold typography and on-brand colours, ensuring immediate recognition and maximizing STARS' presence in high-traffic locations.
Key Highlights
– Created the "Impact-Driven Donations" concept, linking donor contributions directly to STARS' lifesaving missions.
– Designed billboards to resonate with audiences in high-traffic areas, using STARS' branding to make an immediate impact.
– Worked closely with my team to align messaging across different campaign components to establish a cohesive campaign.
Outcomes
Our campaign pitch received strong feedback from STARS, taking second place among all the presented ideas. The client saw the potential for our approach to enhance community engagement and boost donor retention, especially with its emotional storytelling and strategic geographic targeting.
Reflection
I learned more about the role of storytelling in nonprofit campaigns, how to combine appealing designs with strategic purpose, and how sometimes a small tweak can completely refresh a brand's strategy.
Basically, I learned how to use the power of design and targeted messaging to amplify a brand's impact.
