Collective 365 is a 501(c)(3) non-profit that celebrates, invests in, and learns from Black and Brown communities within the DMV and Richmond areas. Their organization offers donation memberships to meet annual grant goals for Black and Brown entrepreneurs and those trying to meet community needs.
Project Overview
This project was a part of VCU CreateAthon 2021. CreateAthon is a semester long class that utilizes strategic and creative methodologies to write a creative brief for a non-profit organization. With this creative brief, VCU hosts a 24-hour creative spring for students have a one day window to make creative deliverables for the non-profit. My team and I acted as leaders during the 24-hour creative sprint and presented to the client, continuing to work with Collective 365 to integrate client feedback.
My Role
Consumer and market research
Insight generation
Social media strategy
Social media templates
Account management
Meet the Team
Natalie Baxter (myself, Strategy)
De’Shawn Blake (Creative)
Anna Vancheri (Strategy)
Megan Butz (Creative)
The Brief
The Objective
To show donors that their donations help Collective 365 reach their grant goals.
Increase the overall amount of donations and donors.
Barrier
There is little awareness of what donations can do to support Black and Brown communities.
The systems oppressing minorities have trapped these communities in a cycle of inequality— creating a sense of burnout. There are conversations about how to get rid of poverty, but not enough conversations about how to build wealth in a community, which is the ultimate goal for Collective 365.
Insight
Local organizations plant seeds of change within their communities.
Target
Individuals invested in local community-level change.
Strategy
Collective 365 is an organization that has the experience to create a ripple effect of change.
Plan of Attack
Emphasize that Collective 365 is a non-profit that leads to real change.
Brand Guidelines
CreateAthon
After Client Feedback
Social Media Templates
The task: Create social media templates that Collective 365 can easily utilize to improve their online presence. Due to social media being at the hands of the owner, the templates needed to be easy to use for someone with minimal design skills when transferred over.
View our social media help guide here
Left to right: Before, after CreateAthon, after client feedback.
The main changes: Our original changes consisted of using light purple as one of the main brand colors. The client preferred to keep their original dark purple as the main shade in order to stay bold and bright while using lighter colors as accents. We also changed the fonts style to create a more modern feel. We went through several rounds of feedback to meet the client’s needs.
A closer look at the templates
Donor Gifts
These deliverables were specifically designed to help re-engage donors and or members within a 3-month window to create brand loyalty and a sense of appreciation within the community.
*Special thank you to our student volunteers during CreateAthon: Randee Rose Joven, Joyce Luong, Ethan Parker, Thida Pathammavong, Jess Som