"I am ADRA" Campaign for General Conference 2010
Logo/Branding Design | Editorial Layout and Design | Exhibit Design
Organizational Branding for ADRA's Presence at the 2010 General Conference of Seventh-day Adventists (also known as "GC Session")
"I am ADRA" Graphic
My contributions: Icon concept and design
Our primary goal for ADRA's presence at GC Session was to instill a sense of ownership in those who visited our exhibit booth and read our materials. We wanted to help each attendee see the vital role that he or she played in ADRA's mission.
To this end, the marketing team created the slogan "I am ADRA." as the campaign theme. Once we had the slogan, I set to work designing imagery to brand the campaign.
From ADRA's graphic identity standards color palette, I chose a smaller palette of red, green, teal, and brown to brand the campaign.
I created a simple, abstract icon of three people joining hands. These people represent the three primary stakeholders in ADRA's work–the beneficiary, the donor, and the ADRA worker–who all work together to carry out ADRA's mission.
ADRA's World "I am ADRA" Edition
My contributions: Concept, design, and layout within ADRA's World template
To limit printing and shipping costs, we decided to create only one piece of collateral to hand out at the conference–a special edition of ADRA's widest-circulating newsletter, ADRA's World.
The cover followed the usual template for the ADRA's World newsletter, but incorporated the "I am ADRA" graphic" as a tip off that the inside would be different from usual.
The piece opened twice–first into a two-page spread, and then again into a four-page inside spread.
The two-page spread featured stories from a donor family and an ADRA worker. For each of these, I used the corresponding version of the "I am ADRA" icon.
The four-page inside spread featured beneficiaries (identified with the green beneficiary icon in the upper left corner).
Each beneficiary represented a different one of ADRA's four prominent areas of service: water and sanitation, disaster relief, literacy and livelihoods, and food and agriculture.
To represent each of these areas, I illustrated a simple icon (featured in the postage stamp shapes below). Here, I called on our "I am ADRA" color palette to serve double-duty, with each color also identifying one of the four areas of service. I also used these icons throughout the exhibit space to identify each section of focus.
Below are the same four pages broken down into pairs to better show detail.
When closed, the back panel of the piece called on the viewer to become a donor. Rather than featuring another story of a donor, we worked with our printer to affix a reflective panel to the back to serve as a mirror, pulling the viewer into the campaign as an active participant.
I am ADRA Exhibit
My contributions: Concept planning with team, solely responsible for design of all printed panels and signs
Our physical exhibit space was 40' by 80'. In the early stages of planning, we met as a marketing team to strategize how we would use the space. After we had created the plan, I set to work on the graphics: photographic wall panels, life-sized cutouts of our four featured beneficiaries, and informational signage.
