Art Love is a non-profit whose mission is to use art as an avenue to serve children facing hardships. These hardships include homelessness, food insecurity, economic inequity, and mental illness, which create intense stress and potential trauma.
Project Overview
The ask? Create a full advertising campaign that highlights strategy and creative executions. In the end, teams compete with one another to win the best overall pitch, which is chosen by the client after final presentations.
My Role
Qualitative and quantitative research
Donor research
Creative brief
Google SEO
Donation event graphics
Meet the Team
Natalie Baxter (Myself, Strategy)
Henry Moore (Creative)
Sam Douma (Creative)
Brooke Mahon (Strategy)
The Brief
Objective
To make an emotional impact that shows the importance of art
Barrier
Art Love is lacking the helping hands that it requires to complete the big picture.
What is the big picture?
Brand Awareness
Constant stream of revenue
Community impact
Insight
Anyone, with access to the right materials, can be an artist
Target
Donors and Volunteers
Strategy
Art is an inclusive language that showcases real-life moments.
Concept
Art is a form of self-care.
Brand Guidelines
The Big Idea: The team decided to keep Art Love’s bright and bold color palette and rework the logo and brand mascot. We chose to change the logo to a design that can more easily be printed on stickers, buttons, and other merch. Our Marty design is aimed to help increase engagement among Art Love’s donors and volunteers. Marty also serves as a mascot that Art Love can incorporate into videos, games, coloring books, and other promotional materials.
mARTY is a character that 9-year-old founder, Ava doodles frequently. Our team decided to bring him to life and make him the Art Love “mascot”.
Promotional Materials: Donation Events
Social Media
Art Love was in dire need of a social media reboot. We decided to give them materials that would help engage their followers and be children friendly. We also created a social media calendar that planned out their socials and suggested new content ideas as well.
Micro-documentary
A look at the Deck
