Overview: The Foster Care Unplugged project was a transformative campaign designed to raise awareness and foster engagement with the foster care system. Initially created as a senior project for school, the campaign was later gifted to the organization, marking a pivotal moment in my creative journey.
My Role: As the sole creative, I handled every aspect of this project.
Including:
• Concept Development: Ideated the campaign’s core message and overall approach.
• Logo and Branding: Designed a memorable logo and cohesive visual identity.
• Campaign Execution: Created all promotional materials, including posters, social media assets, and print
• collateral.
• collateral.
• Copywriting: Crafted compelling and impactful messaging to support the visuals.
Challenges & Solutions:
• Challenge: Creating a campaign that resonated emotionally while remaining professional.
• Solution: Developed a heartfelt narrative paired with bold, eye-catching visuals to evoke empathy and drive
• action.
• Solution: Developed a heartfelt narrative paired with bold, eye-catching visuals to evoke empathy and drive
• action.
• Challenge: Managing the project independently.
• Solution: Leveraged my design and storytelling skills to execute every aspect of the campaign from start to
• finish.
• Solution: Leveraged my design and storytelling skills to execute every aspect of the campaign from start to
• finish.
Impact:
• Increased local office engagement with foster care initiatives by 35%.
• Gained support from a New York State Senator, amplifying the campaign’s reach and impact.
• Solidified my confidence and skill as a creative, making this project my first major success.
Logo Design
The Foster Care Unplugged logo features a ribbon, a universal symbol of awareness, reflecting the mission to spotlight and support foster care. The dual-font wordmark complements the ribbon's identity, standing strong on its own with a unique, cohesive look.
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.
