Drexel Alumni Turkey Project Multi-Year Event Branding

The Turkey Project at Drexel University is an annual fundraiser to provide holiday meals for local families in need. As a well-established tradition, our data showed that fundraising goals are met with minimal maintenance communications. However, the team spent resources concepting each piece individually. The goal for this system was to create an evergreen event brand that could be easily adapted year after year with minimal effort while maintaining a sense of tradition.

I led the team (graphic design, editorial, digital, and operations) to ideate multiple concepts and we presented two to our partners. I created the key art for the chosen concept (shown), and art-directed the rest of the applications over the years, including digital graphics, print, and video. Working with our partners, editorial, and digital, we adapted the messaging and tweaked the design to make sure our communications remained relevant over time.

Role: Creative director, designer
Client: Drexel University Alumni Relations
Employer: Drexel University Institutional Advancement
Engagement: Concept ideation, event branding, key art, creative direction for email, social, web graphics, print collateral, event graphics, and video
Impact:
- All fundraising goals were exceeded year after year
- The team had additional bandwidth to allocate to other initiatives, increasing impact without increasing resources
- Designers were able to pick up applications easily as they became available, further increasing efficiency
- The 50th-anniversary branding was built on top of the previous evergreen brand, showing its flexibility and longevity