Art Direction
Copywriting
Messaging
Motion Design
As fundraising ambitions were growing at the Innocence Project, its demand for high-quality, effective creative was exponentially increasing. At the same time, the brand and creative execution struggled not only to keep pace before I joined, but also to be truly distinctive. Because of siloes that emerged across the organization, campaigns were developed independently across email, print, social, and paid media, creating fragmented brand experiences that weakened consistency and effectiveness.
The organization's restrained visual identity wasn't always optimized for the speed and competition of digital fundraising. Creative needed to do more than reinforce the brand. It had to stop scroll, to capture attention, communicate value instantly, and convert supporters into active donors.
I sought to build a more integrated brand across touchpoints that balanced brand consistency with performance by fostering stronger, more connected relationships with and between different teams, enabling campaigns to scale across channels while driving stronger engagement and donor growth.
2025 Giving Tuesday Campaign
Brought in to help more effectively acquire and engage donors, I oversaw the design overhaul of nearly 150 cross-channel creative assets within two months of joining the Innocence Project for its 2025 end-of-year fundraising campaign, ensuring brand cohesion across in-house and contractor-produced deliverables. These efforts contributed to the highest-performing Giving Tuesday campaign in the organization’s history, with a 24% YoY increase in overall donations, and a 33% increase in day-of donations.
Freedom Needs Fuel | Monthly Acquisition Campaign
Freedom Needs Fuel was a 2026 cross-channel fundraising campaign I successfully pitched, named, and developed to acquire new monthly individual donors and reactivate lapsed supporters around a simple idea: the fight for freedom requires sustained investment, with the tagline, "Freedom, Powered by You." Working closely with digital fundraising partners, I introduced a bolder visual system optimized for engagement across email, social, and paid media.
Senior stakeholders found this campaign so compelling as a fundraising platform that I successfully proposed expanding it as the foundation for the Corporate Engagement team's new B2B email series targeted to corporate social responsibility teams at major companies with new partnership opportunities. I closely partnered with them on strategy, narrative/copy, creative and motion direction, and deployment. The platform not only helped to create more brand integration and alignment between different fundraising verticals at the Innocence Project that were operating separately, but also helped expand what would have otherwise been a one-off acquisition campaign into a long-term series, with a larger goal of improving brand equity through greater creative integration across teams.
My efforts to foster more creative alignment across our performance marketing in both messaging and visuals, better integrate brand and audience-building efforts, and overhaul creative direction of our campaigns have helped build fundraising efforts at the Innocence Project into a sharper, more cohesive, and overall stronger-performing growth vehicle for the organization.
From helping deliver record-breaking Giving Tuesday results to producing what has been described by board members and donors as the best gala the Innocence Project has ever hosted, I have helped our fundraising and digital teams produce year-over-year revenue growth and stronger engagement across the board. Just as importantly, my efforts have helped establish greater brand cohesion and improved collaboration among different verticals, enabling the brand to scale alongside fundraising ambitions.
Reflections
Abbey M., Digital Fundraising Manager
Ricardo H. Director, Digital Fundraising
Chloe H., Director, Individual Giving
Ysabel C., Donor Relations Coordinator
Justin R., Assistant Director, Institutional Giving
Keenan P., Director, Institutional Giving