The goal of the Changemaker initiative was to identify and encourage a new donor base of monthly subscribers. Alight contracted "Street Teams" to help distribute and sell Alight's mission on the downtown streets of big cities like Chicago, New York City, and Minneapolis. They needed branded materials to pitch to potential donors and give them to remind them of Alight's goals and how they could help.
I worked closely with the fundraising team to make their content engaging and relevant to users. They wanted a new logo or word mark to represent these donors, called 'Changemaker,' soI used Alight's handwritten font as the base and then altered the lettering to feel more intentional. They also wanted to use infographics and icons to make information more easily digestible and show donors how they could directly impact lives around the world. I even illustrated a series of line art for the 12-month impact document. In addition to all the print materials, I also created a new Webflow landing page to host more details about the program.
The Changemakers Materials looked cohesive and representative of Alight's brand, creating a lasting first brand impression for the Street Teams selling Alight's mission. Hundreds of new donors signed up to reach the monetary goal for this initiative.
