Design Concept/Direction and creation for Alight's 2024 International Women's Day campaign.
Alight's International Women's Day campaign theme was "Resilient Women." The challenge was creating a consistent, scalable set of visuals that could be used for print and digital to advertise 3 components of this campaign:
1. Fundraising
2. Sweepstakes participation
3. Comedy Night Event
To highlight the women and girls theme of the campaign, I chose to stick to the pinks, yellow, and white in the brand color palette. I also wanted to illustrate botanical elements to represent the growth and resilience of Alight' female customers amidst adversity while adding brushstroke texture to the graphics. The botanical elements would also tie to a climate summit the organization would be presenting at during the launch of the campaign. Lastly, I wanted to feature high-quality portrait images of women in Alight's network all around the world, so supporters could see the faces of the women they'd be helping.
The result was a vibrant and engaging visual campaign direction that was easily scalable across social media posts and ads, email, website promotions, event invites, mailers, video intro/outro animations, and email signatures. The botanical patterns and pink/yellow color combinations created fresh and seamless graphic variations that helped get closer to the fundraising goal for FY2024.
