Alight's fall/winter holiday giving campaign is the largest marketing campaign of the year, when Alight anticipates 70%+ of it's annual fundraising. The theme and concept for the 2025 campaign is "Alight with Action," hoping to incite donors and supporters to advocate for refugees and displaced people when it's needed most.
The campaign had to serve several purposes:
I developed a couple of scaleable visual directions to present to my manager and team, and we discussed the merits of each direction. In the end, my team decided to move forward with direction B - it was attention grabbing and different from anything Alight had done in past campaigns while still meshing well with other brand elements. For the main text, I custom-lettered a version of a Google font for smooth translation across graphics for different purposes in email and social, and event communications. I also hand-illustrated imperfect star elements for added texture and blended brand colors togehter in a vibrant gradient appropriate for the holiday season. It was cohesive with the hand-lettered text elements and illustrations I created for the "Alight with Hope" campaign that ran earlier in the year, which was an added bonus since leadership expressed they'd love to tie the campaigns together for more evergreen uses in the future. After pulling some social template styles from concept A and finessing layouts, I was approved to move forward with direction B and started building Canva templates for the social media coordinator.
The various different moments of the campaign were highlighted successfully by adapting the campaign design and lettering for each sub campaign. The templates I created for email marketing and social media marketing were easy for other team members to use throughout the campaign, and the designs proved as eye-catching callouts to help achieve fundraising goals. We received a lot of positive feedback from staff, leadership, and donors.
