ROLE
Art DIrector, Graphic Designer
AGENCY
Vinyl Marketing
SCOPE
Campaign, Social, Print
USF Giving Week
THE BRIEF
USF's 2024 Giving Week leaned on urgency, most recently recovery from a string of hurricanes. But for 2025, the university wanted to change the conversation. Instead of asking donors to help USF get back on its feet, the goal was to show them a university moving forward: record research funding, new facilities breaking ground, and real momentum worth investing in.
THE APPROACH
A hand-lettered script and warm two-color palette, adapted from an existing font to carry the same confident, human feeling into a wordmark flexible enough for every donor audience. That mark anchored one cohesive system across direct mail, digital ads, email, and video, from kitchen table to phone screen.
THE WORK
Campaign mark: a hand-lettered script and warm two-color palette, adjusted from an existing font to carry that same "more confident, more human" feeling into a wordmark flexible enough for every donor audience.
Direct mail: a two-track system, general donor and a distinct Alumni Association treatment, sharing one visual language but tailored in tone to each.
Digital ads: locked assets for consistency, plus editable versions that schools and colleges could customize themselves.
Video: art direction on the campaign film, 15-second cuts, GIFs, and a donor thank-you video.
Every deliverable was designed to work as one system, not a set of disconnected assets, a consistent visual and tonal thread running from a printed mailer someone opens at their kitchen table to a 15-second ad they scroll past on their phone.
KEY RSULTS
+197%
Increase in funded causes.
12,324
Total donors, a program record, surpassing the original campaign goal of 9,500.
34
Herdfunder pages hit their fundraising goal, up from 11 the previous year.
