Campaign Collateral · Digital Ad Campaign Nonprofit · Charlotte, NCUnited Way Greater Charlotte
The Challenge
GREAT DESIGN DOESN'T JUST LOOK GOOD. IT MOVES PEOPLE.
United Way of Greater Charlotte works alongside neighborhoods and grassroots nonprofits to solve the region's most urgent challenges across a five-county area. With that kind of reach and mission, the design has to move people — whether rallying donors during a crisis or introducing a bold new brand to an entire region.
2020-2021 Annual Giving Campaign Suite
OVER 15 PIECES.
ONE COHESIVE CAMPAIGN.
When a campaign has this many moving parts, consistency is everything. I designed the full 2020-2021 Annual Giving Campaign Suite for United Way of Greater Charlotte — donor-facing one-sheets, pledge forms, a direct mailer, a thank you postcard, and more. With pieces serving different audiences and different purposes, the work required careful attention to keeping every touchpoint feeling like it belonged to the same campaign while remaining clear and compelling on its own.
2023-2024 Digital Campaign
A NEW NAME. A NEW LOOK. A WHOLE REGION TO CONVINCE.
When United Way rebranded to United Way Greater Charlotte, the creative had to do more than look good — it had to build momentum. Working from provided messaging around their new tagline "The New Way for Greater Charlotte," I made all visual creative decisions about how the rebrand came to life across a conversion-focused digital ad campaign. The goal was simple: move audiences from awareness to action, drive donations, and grow community engagement through new leads and newsletter signups.
The Result
TWO CAMPAIGNS. TWO SCOPES. ONE TRUSTED PARTNER.
One engagement demonstrated the breadth and consistency required of a full print collateral system. The other showed the ability to take a brand into digital space with intention and impact. Together they represent what it looks like to bring senior-level creative thinking to an organization doing work that matters.