Overview
In 2020, I partnered with Immigration Equality, the nation’s leading LGBTQIA+ and HIV-positive immigrant rights organization. I created a branded digital ad for both Instagram and Facebook to inspire action from users.
Role
Graphic Designer | Social Media Graphics
The Goal
Immigration Equality faced a pressing challenge: the global pandemic had drastically reduced giving, putting their life-saving work at risk. Without increased fundraising, they could be forced to turn away clients whose lives were in danger due to their sexuality or HIV status.
The organization needed compelling and on-brand graphics to boost community engagement, strengthen their existing online presence, and help secure urgent donations. The project was estimated to save them $3,002 in design costs, which could fund at least one legal case. In other words: the visuals I created had the potential to save a life.
Design Process
Understanding the Brand + Mission
I reviewed Immigration Equality’s existing visual identity to ensure each asset was consistent and recognizable across their digital platforms. The challenge was to create bold, clear visuals that could communicate urgency.
Designing for Action
I developed the first designs to carefully align with their brand guidelines. While it was an extension of their existing identity, the initial design didn’t take each platform into consideration. With the fundraiser’s event information and the large number of performing acts, it was more important to utilize multiple, scrollable designs.
Empowering the Team
By delivering editable templates, the Immigration Equality team could update and reuse the designs for each campaign, which could maximize the project’s long-term value.
Impact
The final design assets for Instagram and Facebook elevated the organization’s digital presence, giving them the tools to communicate more effectively with supporters. The savings in design costs meant more funding, resulting in a tangible impact.
Samantha was so wonderful and responsive! She made soo many fun, creative choices for us to pick from and design a wonderful image for our event. She made a million change each time we requested them and sent the file in every form we needed. Thank you. - Jillian D., Annual Fund Manager