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.
2026 Monthly Acquisition Drive
Freedom Needs Fuel was a 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.
Internal stakeholders found this campaign so compelling as a fundraising platform that it was expanded and became the foundation for the Corporate Engagement team's new email series targeted to corporate social responsibility teams at major companies. The platform helped to create more brand integration and alignment between different fundraising verticals at the Innocence Project that were otherwise siloed, with a longer-term goal of increasing the organization's brand equity through greater integration of branded work being produced across teams.
The creative overhaul of our performance campaigns have helped build fundraising into a stronger-performing growth vehicle. In close partnership with the fundraising team, the work contributed to record Giving Tuesday results, year-over-year revenue growth, and stronger engagement across major campaigns. Just as importantly, my efforts have helped establish greater brand alignment and improved collaboration among different teams, enabling creative to scale alongside fundraising ambitions.
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