Project Overview: The Foster Care Unplugged campaign was developed to raise awareness and support for foster care programs through a visually compelling and emotionally resonant digital and print campaign. The objective was to design materials that would not only inform but also inspire action, creating a strong connection with the audience and encouraging them to engage with and support the foster care community. The campaign needed to strike a balance between impactful visuals and clear, persuasive messaging, all while maintaining the integrity and mission of Foster Care Unplugged.
Role: Lead Designer
Conceptualization and Design: Created the overall design concept, including the development of a logo, color palette, and branding elements that effectively communicated the mission of Foster Care Unplugged.
Logo Design
Logo Rationale: Foster Care Unplugged
The Foster Care Unplugged logo is thoughtfully designed using a ribbon, a universal symbol of awareness and advocacy. This choice embodies the mission of raising awareness for foster care, making the logo immediately recognizable and meaningful.
Founder Melody Centeno envisioned a logo that not only represents foster care but also reflects her Catholic upbringing. Growing up with the guidance and love of supportive foster parents and Heart Share Saint Vincent's Services, Melody's connection to these values is captured in the logo. The blue ribbon, symbolizing Foster Care Awareness, is artistically folded to form an "F & Cross," beautifully merging the themes of faith and care in a single symbol that meets her vision.
The typography in the wordmark is a combination of two carefully selected fonts that harmonize perfectly. This dual-font approach allows the wordmark to stand alone with a distinct, ribbon-like appearance, reinforcing the logo's overall identity even without the accompanying symbol.
Campaign Design
Rationale: This campaign challenges the misconception that New Yorkers are merely competitive or aggressive. We aim to reveal the true source of our ambition—our deep commitment to family, community, and the future.
Concept: We highlight the youth dressed for their dream careers but placed in harsh environments to represent the challenges they face. This visual contrast emphasizes the critical need for community support to help these young individuals succeed.
Target Audience: Our focus is on the diverse residents of New York City—ranging from the general population to investors and Assembly members. These are the individuals who hold the power to influence change and shape the city’s future. We aim to bring attention to the unseen and unexplained issues that impact everyday life, motivating New Yorkers to take action for a better tomorrow.
Results: The Foster Care Unplugged campaign successfully increased awareness and support for foster care programs, leading to a 35% increase in local office engagement and gaining the support of a New York State Senator. The campaign demonstrated the ability to combine creative design with strategic messaging, resulting in a powerful campaign that connected with the audience and drove meaningful action.
