What I did
- Art direction
- Design layout
United Way Guelph Wellington Dufferin
I was given the unique opportunity to work with my community’s local United Way chapter in developing a poster series to support the yearly campaign. Each poster represented one of United Way’s three pillars – Strong Communities, From Poverty to Possibility and All That Kids Can Be. The concept accompanied an infographic approach to highlighting key regional statistics, which was a move away from traditional photographic driven campaigns of previous years.
Stronger Communities Poster
I utilized United Way’s global brand colour palette as a starting point for each of the three pillars. Stronger Communities was represented by green – I introduced various shades and tints of that green to create a monochromatic look to the environment, with only the people being represented in an extended colour palette
All That Kids Can Be Poster
This poster made use of United Way’s yellow brand colour, which also represents All That Kids Can Be. The various shapes used to create each environment were designed to mimic the simplicity of the United Way logo itself, specifically with the use of rounded elements.
From Poverty to Possibility
This poster represents the third pillar of United Way, From Poverty to Possibility and utilizes United Way blue as its core colour. An inner white border lines each of the posters as a way to uniquely emphasize the environmental scenes foregrounds.
Annual Campaign Poster
This is the Annual Campaign poster for 2015 year, and was designed to highlight the unique value-ad of United Way’s work within the community in a fun and engaging manner.
75th Anniversary United Way logo
During this campaign year I was also asked to create the 75th anniversary logo. I kept the concept simple by mimicking the flowing hand of the United Way. I felt it created character and also worked nicely within the whitespace of the hand icon.
I kept to the core United Way brand colour palette, while exploring the various shades and tints of those colours.