At OneChild, I managed creative across donor communications, fundraising campaigns, print, digital, email, events, and international program materials. My work combined brand stewardship with hands-on design and production, translating organizational goals into consistent communications across channels, audiences, and countries.
Role: Creative Project Manager & Graphic & Web Design Manager | Brand Communications
Scope: Brand strategy, rebrand implementation, fundraising, donor communications, print + digital production
Impact: 300% growth in non-sponsorship giving | First $1M fundraising quarter | Sponsorship campaign exceeded goal by 40% | Teams trained across 4 countries
Scope: Brand strategy, rebrand implementation, fundraising, donor communications, print + digital production
Impact: 300% growth in non-sponsorship giving | First $1M fundraising quarter | Sponsorship campaign exceeded goal by 40% | Teams trained across 4 countries
Campaign Strategy + Donor Communications
Integrated fundraising communications designed across donor segments, channels, and stages of engagement.
Sponsorship Campaign Turnaround
Problem:
Mid-campaign engagement showed that the sponsorship creative was underperforming. Opens and clicks were healthy, but sponsorship conversions were not.
Mid-campaign engagement showed that the sponsorship creative was underperforming. Opens and clicks were healthy, but sponsorship conversions were not.
Decision:
I determined that the issue was not reach, but the creative approach. The photography and single-child message were not creating a strong enough emotional connection, so I recommended shifting to a multi-child story with stronger imagery and messaging.
I determined that the issue was not reach, but the creative approach. The photography and single-child message were not creating a strong enough emotional connection, so I recommended shifting to a multi-child story with stronger imagery and messaging.
Action:
I developed the revised creative direction, presented the recommendation for leadership approval, and implemented the new approach across the campaign materials.
I developed the revised creative direction, presented the recommendation for leadership approval, and implemented the new approach across the campaign materials.
Impact:
The campaign sponsored 56 children against a goal of 40, exceeding its goal by 40%. The revised approach was adopted as a model for subsequent campaigns.
The campaign sponsored 56 children against a goal of 40, exceeding its goal by 40%. The revised approach was adopted as a model for subsequent campaigns.
Brand System in Practice
OneChild's rebrand needed to work far beyond a new logo or visual identity. I helped translate the new brand into a practical communication system spanning fundraising, donor stewardship, events, sponsorship, advocacy, digital campaigns, publications, and international programs.
Walk with Us Campaign
Corporate Sponsor Book
Annual Report Mailer
Easter Campaign
Rooted in Hope Campaign
Child Stationary
OneChild Sponsorship Packet
OneChild Global Strategy Program
Sponsorship Booth: Banners, Sponsor Cards, & Table Tents
Special Projects Aimed at Reaching Kids Brochure
Happy Horizons Ranch OneSheet
2020 OneChild Annual Report
Rather than treating each deliverable as an individual design project, I built and standardized materials around a shared visual language so teams could communicate consistently across channels while adapting the brand to different audiences and purposes.
Global + Bilingual Communications
Developed bilingual and internationally distributed communications, adapting the brand across languages, cultures, audiences, and program needs. Creative decisions considered differences in imagery, messaging, storytelling, and audience expectations while maintaining a recognizable OneChild identity.
From Production to Performance
My role extended beyond producing campaigns. I used audience response, campaign performance, organizational goals, and stakeholder feedback to identify problems and inform creative decisions, then translated those decisions into consistent communications across channels.
The work contributed to a period of significant fundraising growth, including approximately 300% growth in non-sponsorship giving and OneChild's first $1 million fundraising quarter.