I created the design concept, direction and graphics for the 2025 World Refugee Day Campaign: 'Alight with Hope.'
The Alight with Hope campaign is built around an interactive postcard activity where refugees and supporters can share messages of hope in anticipation of World Refugee Day 2025. The goal of the design was to be easily recognized, displayed, understood, and adopted.
My postcard design would be the main design of the campaign, so created that first before building out the landing page, social media, email signature banner, and direct mailer. The postcards needed to include the words "Alight with Hope," so I opted to hand-letter the text and illustrate the surrounding blooms in a simple linocut/stamped look with striking brand colors. I created two options: cool blues for a tone-on tone look and the pink and yellow for warmer hues. Since I knew these post cards would be displayed vertically for an in-person installation, I illustrated and created a perfect repeating pattern on the back side of the postcards for a seamless display.
Next, I created a wireframe for the landing page in Canva so that my marketing team could easily see or play around with the page content flow. I used existing web templates used elsewhere on our Webflow site to maintain consistency, and then created a custom form section for users to upload or type a message of hope, along with a gallery to view other users' uploads. There was also special request to include a "Donate" button in the form success message, so I made sure to fully customize every state of the form.
I also took photos of people writing in the postcards and of the postcards themselves for the landing page and promotional purposes.
The result was a joyful, hopeful and handcrafted visual that guided the campaign direction. The campaign was easily scalable for a variety of uses, including printed postcards, mailers, website landing page, social media graphics and email signatures. The physical postcards made for a successful art festival installation, but this project is on-going so stay tuned for more updates!
