In my capacity as the senior graphic designer for Acumen, I led branding and design for all our regional offices around the globe, and worked on everything from investment collateral to event materials. I was responsible for setting the visual theme for our social campaigns, events, and all of the organization's communications materials.
Acumen's social media hadn't been reworked since the overall brand refresh in 2013, and while we played around with texture and style every now and then, we knew that Acumen's social media needed to be updated to match 2020's social trends. I worked with my manager to conduct landscape research to find the styles that best suited Acumen's brand identity. Acumen's extensive colour palette, lent itself nicely to the creation of these gradients. I had already been laying down the groundwork for gradients with some of my older designs for Acumen's events, so the development process for this refresh was fairly simple. I created a range of over 40 gradients from our 11 brand colours, both in vibrant and monochromatic styles.
FUNDRAISING CAMPAIGN: BUILD WHAT THE WORLD NEEDS NEXT --------
For the end of 2020, I led the concept and design for Acumen's End of Yea campaign, Build What The World Needs Next. Drawing on our understanding of how users behave with donations in a year like 2020, we wanted to create a campaign that looked forward and provided a sense of hope for what the future holds, by highlighting some of the incredible work our investees and fellows have been doing to build a world filled with hope and courage that's driven by change.
I helped provide the base theme for the campaign, worked with the team to fine-tune the copy, and managed the visual concept and design for all the campaign assets, which included the landing page, social media ads, graphics, and email outreach.
SOCIAL CAMPAIGN: MANIFESTO FOR A MORAL REVOLUTION --------
On May 5, 2020, Acumen's Founder Acumen Founder Jacqueline Novogratz launched her new book, Manifesto for a Moral Revolution. Due to COVID-19, the launch was done entirely online, and I led design for all our different branded assets, including social media ads, ambassador toolkit collateral, and digital event banners. The motifs used were inspired by the textures of the book cover, and the colours for the campaign were set to complement the book. For this campaign, I also managed the design of the book landing page on the main website.
Fun fact: Some of the designs I made were shared by the likes of Al Gore, Arianna Huffington, and Meg Ryan!
EVENT DESIGN
I managed design for the organization's events since 2018, and designed collateral and other event assets based on the theme and brand identity. Below is a collection of event collateral from different Acumen events from 2019 to 2021.
As part of the MS in Advertising program at Boston University, I was tasked with creating campaigns for a range of products and services. For some campaigns, I worked on both the copy and design as part of my Portfolio course.
