We began the project together in June 2019, with a series of workshops with their staff, volunteers, board and various stakeholders to find a succinct way to summarize SERC’s values and purpose. By July, we had our brand story and identity, and we had a video concept approved and shot in August. We launched the campaign video and assets at SERC’s anniversary celebration in September.
We created an overall campaign brand identity which included: tagline and logo treatment, primary/secondary colours, fonts, illustrative elements and guidelines for their usage. We created a “Big Pink Question Box” to house the questions for the campaign video that could be repurposed as an activation at their 85th anniversary celebration. And lastly we created a tent design so SERC could bring this along to workshops and large public festivals (debuted at their anniversary event) to create bigger visibility in the province, plus social media graphics to highlight the questions asked (and to answer them in videos) throughout the campaign.
As part of their fundraising efforts, we revamped a past merchandise design for “Love Carefully” sweaters that they sold at their anniversary event and beyond. We even turned small pink question boxes into donation prompts at the event and circulated the question cards designed for the video to foster conversations.
SERC was able to cement their story emotionally and visually to communicate to Manitobans the importance of their work. They raised their platform with this campaign and event, securing many new donors.