End of Year Giving Campaign
2024
Reimagined high-level membership program at the Long Center — for donors seeking to create connection between unique, artistic experiences and philanthropic support of the Austin arts community.
Project Duties:
Lead Design
Collateral Execution (digital + print)
Email and Website Design
Vendor Management
Copywriting
Vision
More mission, more brand
Embody the home-grown, backyard casual of free outdoor music in Austin. A fresh take on a long-lived tradition – Shady Groves a new off-the-cuff haunt where Austin’s favorite local artists can ‘drop in’ and keep live music alive. Show the community a side of the Long Center that breaks away from the stuffy performing arts center stigma. Additionally, brand build for longevity as a new, ongoing series.
Challenges
Fresh yet familiar
The Drop-In was a new concept and product for the Long Center launched mid-pandemic. New audience acquisition was ciritical and marketing the series required team cross-collaboration and agility within the strategy.
Outcome
Clean, Modern, Iconic
A built-to-last brand that could flexibly recombine brand colors and still allow for brand iteration and exploration. Knowing this was a reoccurring series, I wanted to create something that didn’t lose its luster after one series but distinct enough for immediate recognition. It was also critical to create not just a brand look but an emblem that translated will to single-color uses as a bug on PR and marketing materials. The archway was key in these transformations – from its retro illustration roots into a portal in photo treatments and echoing wave form in the emblem.
Header photo: Brynn Osborn
Collateral
More Print
Having seen stronger results from print in the past, we doubled down on print collateral and created pieces that curated to specific donor audiences.
With an iconic view, we utilized large, impactful photos in email with minimal text overlay. A balance of impact and imagery, we married the traditional development model with more modern email design.
Website
Akin to an annual report, we made an interactive impact report so patrons could see their giving at work.
Extras
Supplementary postcard assets used during the campaign but also for clients, partners, and donor relations.
