Campaign Design: Giving Tuesday

For Giving Tuesday 2022, I created a Shepherd’s Table social media fundraising campaign around the idea of “The WHOLE Dinner,” emphasizing that for all our neighbors to be fed, we each have to play our part. Building upon the illustration designed for TABLEFEST, I revisited the plate of food imagery. My intention was to use the campaign as a catalyst to create illustrations Shepherd’s Table can use beyond the campaign, using them year-round to represent the organization’s services in an on-brand, aesthetic manner.

We use the concept of the “whole” dinner to encourage donors to give at different price points corresponding with different items on the plate. While the protein (meat) was the most expensive item on the plate, and was listed at a high dollar value, the cup of coffee was priced at $4.76, inviting community members to give in whatever manner suited their budget. Throughout the day, the whole dinner metaphor tracked our progress against our $30,000 fundraising goal for the day.

Further expounding upon the brand’s identity, I used the campaign as an opportunity to introduce the font FUNGIS. The pre-existing brand fonts were Montserrat, Source Serif Pro, and Roboto. The brand has suffered from lack of a distinct, playful font that can stand out and grab attention. FUNGIS meets this need while existing within the accessible, positive, and community-oriented values of the brand.

Survey the graphics created for the campaign below: