This was an Annual Giving campaign project for Grand Valley State University. Through collaboration with my coworkers, I decided to incorporate game-ification into this project. The purpose of this campaign was reach out to alumni who had donated before and encourage them to give again. Since the target audience was slightly younger, the design style is a bit youthful.
The campaign required five segments for five levels of giving. Each level had a nautical themed badge because the school mascot is a “laker”. Showing all of the levels of giving was to encourage the recipient to unlock the next level, much like a video game. The theme for annual giving is loyal, steadfast, and true. I was given the content and color and had full creative control of the typeface, layout, icon concept & design, and paper choice.