40 Million Campaign
The Ask
Seeking to raise $400,000 for human trafficking prevention efforts, Freedom 424 sought to bring attention to the penny, an often forgotten currency. With the general audience being locally rooted in Central Virginia, the campaign had to ensure it was capable of existing in spaces such as churches, schools, and local businesses. However, the digital donor base, which spans across the United States, had to also be accounted for. Thus, a visual identity and subsequent marketing assets were needed to inform the public and call to attention the ways a penny could make an impact for the better.
Key Players
Executive Creative Directors
Stacy Cannon, Bri O’Neal, Audra Rygh
Creative Directors
Noah Jude
Art Directors
Avery Veenstra
Project Managers
Sydney Debor
Art & Design Team
Brooke DHondt, Millie Ligon, Josiah Mork, Kenzie Misirian
My Role
Acting as 1 of 3 Creative Directors, I led a team of 7 in initial research and ideation. After the 3 teams’ concept pitches, the Executive Creative Directors selected our logo and brand concept. My team was tasked with completing the brand kit and collateral. I worked with Art Director, Avery Veenstra, and Project Manager, Sydney Debor, to develop the chosen concept, leading the Art and Design team in their creation of printed and digital collateral, including a year’s worth of social media and email assets.
