United Way GBACC needed "Champion Your Community" to carry its full FY2023–24 fundraising year—from a concept vote through a growing annual report, a live print correction, and a full slate of campaign collateral, not just a single ask.
The client's own notes shaped the system as it went. Kaci Pena asked to flip the line's hierarchy—"Champion Your Community" as the lead, the campaign year underneath it—and we rebuilt emphasis across every surface still in production. A print run later dropped the word "to" from the line entirely; we traced the error and got a reprint out the door. The annual report grew from a planned seven pages to sixteen, mid-preview. The system held.
Two concept boards went to the client. Concept Op01 won outright; Op02 was recycled for future events and social use rather than discarded.
Campaign identity: tagline system, two concept directions, brand watermark set.
Print: 16-page Annual Report, Report Template, Pledge Card, Trifold Brochure, Focus Area Guide, Holiday Mailer.
Digital: email signature suite, EOY email template, slide deck, motion slides, lower-third template.
Social & screens: square, story, and cover social exports; campaign title screens; branded backgrounds.
Video: primary campaign spot, Days of Caring 2023 recap reel.
