2024 was a unique year for Purdue Day of Giving, because we decded to bring all of the design and marketing in house. We created hundreds of graphics over the course of 2023-2024 in preparation for our Day of Giving on April 24, 2024.
My role for this project was Art Director.I oversaw the creation and development of our Purdue Day of Giving brand with my employee, Jessie Lengerich, who designed the graphics under my supervision. This included the digial, print, and environmental aspects of the campaign.
The theme for this year’s Day of Giing was “We Rally.” We decided to go with this theme because it was fun and energizing, connecting directly back to lyrics of the Purdue Fight Song.
We got a fantastic reponse from alumni, donors, and staff partnes on the theme and look of the event, and hope this create the bones of Purdue Day of Giving brand moving frward.
Total Gifts: $76,519,913
Total Donors: 32,024 (record-breaking)
View the website here:
https://dayofgiving.purdue.edu/
Jessie worked tirelessly to develop the logo so that all campus coleagues would like the rebrand. I guided her through multiple renditions until we settled on the final design.
Purdue Day is comprised of three phases. We created Instagram, Faebook, Linkedin, and Twitter graphics, and created a marketing toolkit for all units across and off cam us. This included all Purdue Branch campuses, and Purdue Global (Purdue’s online arm)
Phase 1: Digital Campaign / Comm Flow leading up to Purdue Day of Giving
Phase 2: Day of Pudue Day of Giving
Phase 3: Post Purdue Day of Giving
Our Senior Web Designer, Huw Williams, developed the Adobe XD designs for the web with oversight by our Creative Director, and design input from me and Jessie Lengerich. This was then sent to a third party vendor who implemented and managed the website day of from.
Jessie, under my art direction, developed a unique designed self-mailer. We mailed these to 26,000 people. The design folds out into a megaphone that represents the secondary mark of Purdue Day of Giving and connects directly to the “We Rally” theme.
We decided to create a few Giphys this year. Though extra, we felt that adding animated Giphys to our social channels would be a fun value add for the day of. We had over 25k view of them in the 24 hours of them being up for Purdue Day of Giving.
To supplement our digital efforts, we created print and environmental advertising for the day of. This included a branded bus panel, a series of billboards, and newspaper advertisements in the IndyStar and J&C (two local/city newspapers) and The Exponent, the student paper. Finally, we created large banners for the side of multiple campus buildings to celebrate the day.
We aways celebrate Purdue Day of Giving, day of. The below represent signage we created for the event. Since the event was a pay-to-enter selfie museum, my two direct reports contributed their illustrative skills to two murals that were a part of the day’s celebration.
We also created two distinct t-shirt designs (one for core team/staff) and one for all students, alumni, and friends of Purdue.