the gist
Non-profit Cain Center for the Arts is expanding its footprint - but needed more hands to make it happen.
With a $5M+ construction project in progress remodeling two nearby historic buildings, Cain Center for the Arts knew they couldn't realize their full vision without fundraising.
After establishing an audience-based strategy, I then developed a visual system that includes custom design, image library, campaign language, print collateral, digital assets, social media posts, templates, and more.
Step one: carve a strategic path toward success.
Building off strategic work we had done together in the past, we sharpened a sub-strategy focusing on three critical audiences:
previous donors
the ceramics community
history enthusiasts
By considering each of their unique psychographics, I developed specific language and tactical ideas that can be implemented throughout the campaign.
Step two: find the sweet spot.
Using the strategy as a north star, the design of the campaign needed to balance the core brand and the identity of the campaign itself.
Two moodboards infused with emotional considerations were provided; each could both meet the strategic intentions in their own subtle ways.
Step three: flesh it out.
With a clear vision fueled by strategy, the identity was explored providing the client with two distinct logos and thematic styles.
In this case, one was more organic and imperfect, while the other embodied the playfulness of artistic exploration.
Proud, imperfect, and entirely optimistic.
The selected logo was developed into a nimble system with various hierarchy related to the core brand.
The sun element established a style that was developed into campaign iconography while reinforcing the optimistic view of the future.
logo system
core brand "eyebrow"
campaign + core logo
Each element was handdrawn to create a sense of imperfect human touch.
Brochures were mailed to community members and prospective donors to provide a high-level view of the campaign and its intentions.
A banner wraps around the construction site providing functionality and an invitation for passersby to learn more.
Within photography and language, hands became the star of the show. Campaign imagery features an energetic wave pattern that brings the art to life and draws the hands.
Thematically appropriate for ceramics, it was also reinforced across the campaign as a way to invite others to get involved in the development of the downtown.
I designed a custom webpage, along with a set of social media posts. Each post was written and designed to align with the campaign strategy across each audience segment.
A guideline document provides the foundational boundaries for all campaign partners to ensure a cohesive and consistent approach across all touchpoints.
feedback
"As Marketing Director, Gianni makes my life easier.
Working with him to take the foundation of this campaign and get it out into the world has been an absolute pleasure, and is a highlight of my week whenever we get to collaborate. I just wish I had a mini-Gianni on my desk at all times!"
Amanda Sloan
