Overview
Marketing Strategy & Design
Friendship Bridge is a nonprofit headquartered in Colorado that empowers women in Guatemala with micro-loans, education, and health services. As Manager of Marketing, I not only developed the marketing strategy that strengthened the brand's presence, but I also executed all in-house design assets to bolster fundraising efforts.
My Role: Manager of Marketing & Communications
Dates: January 2019 - August 2022
Tools Used: Adobe InDesign, Adobe Illustrator
Color + Typography
Graphic Design for Print Invitations
I designed countless print assets for the organization's community events, including the invitations for its annual fundraising gala. For the 2022 event, I used the primary purple color from the existing brand guideline but introduced the Coquette typeface, which played well into the fun and elegant feeling of the gala, with its loose, curved serifs and bold stroke width. This was a new look for Friendship Bridge and the mailed invitations helped attract hundreds of new donors to the event.
Visual Hierarchy
Graphic Design for Fact Sheets
I also designed a series of informational fact sheets that members of the development team still use today. After gathering pertinent information from key staff, I conveyed the most crucial data by designing with a strong visual hierarchy, logical grouping of data, and relevant iconography, all within the nonprofit's existing brand guidelines.
Branding + Color
Social Media Design
Friendship Bridge held 5-7 fundraising campaigns per year, for which I designed all social media graphics, including Facebook, Twitter, and Instagram posts and stories. The Emergency Food Relief Program campaign launched at the height of the pandemic to support women facing acute hunger in Guatemala due to the effects of the COVID-19 lockdowns and travel restrictions. A total of $120 thousand was raised and 3,300 packages of food and sanitary supplies were delivered to more than 15,000 people facing severe hunger.
Data + Visual Hierarchy
Digital Email Design
Orchestrating the content and design of the nonprofit's monthly email newsletter involved defining the hierarchy of the content and the key points I wanted the audience to take away. I applied variations in color and contrast, scale, and grouping to draw the user's eyes to headlines, images, and call-to-action buttons for both desktop and mobile. I also experimented with A/B testing to understand which versions of the emails were performing well, and I reviewed open rates and click-through rates to measure success and iterate each month. View Email
Designed by Peak Creative, directed by Carrie Webber
Layout + Branding
Design Direction & Leadership
In addition to acting as in-house designer, I also directed third party agency designers on larger projects, like multiple Annual Report publications and a five-year Strategic Plan booklet, pictured above.
- Gathered initial input from CEO, leadership team, and key stakeholders to understand priorities and vision for the design.
- Translated the vision to designers, took the lead on page layout, and generated high-level design ideas to save money prior to contract.
- Sketched priority "tree" graphics that conveyed the organization's strategy and directed designers on execution and iterations.
- Managed more than 30 staff members to develop written content, ensure data accuracy, and utilize powerful storytelling.
- Led all iterations between nonprofit and design agency to maintain version control and provide thorough, timely feedback.
- Advocated for the design of English and Spanish versions for increased language accessibility.
My Contributions
Design for Social ImpactCollectively, my design and leadership work played a pivotal role in raising $1.4 million over a span of 3 years. These funds were instrumental in providing micro-loans, education, and health services to over 25,000 Guatemalan women living in poverty.
