The Project:
Our team was asked to create an end-of-year fundraising campaign to launch MCEC’s 25th year — a celebration that honored our founders’ first conversations around a kitchen table and carried that spirit forward. The campaign included direct mail, email, social media assets, and a dedicated presence on the website.
Illustration Style and Concept Development
To ground the work in MCEC’s history, I selected an illustration style that echoed our founding president’s artistic sensibilities and aligned with MCEC’s long-established student art contests. I guided the illustrator to incorporate recognizable features of our original founders while also capturing members of our current leadership — a visual bridge between past and present.
To ground the work in MCEC’s history, I selected an illustration style that echoed our founding president’s artistic sensibilities and aligned with MCEC’s long-established student art contests. I guided the illustrator to incorporate recognizable features of our original founders while also capturing members of our current leadership — a visual bridge between past and present.
Our first color tests, however, were too muted and didn’t translate well using a watercolor brush. The palette lacked the vibrance needed for a celebratory campaign.
Early Draft Reaction and Leadership Concerns
The first draft shown to leadership was still rough. Digital color was added to test vibrance, but the typography wasn’t developed, and the copy layout didn’t support the concept. Without these pieces in place, the vision didn’t land.
The first draft shown to leadership was still rough. Digital color was added to test vibrance, but the typography wasn’t developed, and the copy layout didn’t support the concept. Without these pieces in place, the vision didn’t land.
Leadership was apprehensive. The concept felt unfinished, and there was concern that it couldn’t come together in time. There was real risk of the project being scrapped.
This was a moment to lead upward. I reassured the Leadership team that the concept was strong, clarified what pieces were missing, and outlined the steps needed to pull the vision into focus.
Refinement and Direction for the Design Team
With the illustrations transferred into Photoshop, recoloring became simple and flexible. I guided the team through:
With the illustrations transferred into Photoshop, recoloring became simple and flexible. I guided the team through:
• developing a brighter, more festive palette
• sketching additional holiday elements to enrich the scene
• refining typography
• restructuring copy to support clarity and tone
• sketching additional holiday elements to enrich the scene
• refining typography
• restructuring copy to support clarity and tone
These adjustments brought the concept to life. The design felt cohesive, warm, and celebratory — exactly what the campaign needed.
Approval and Production
The revised brochure was approved and went to print. With the direction established, the remaining collateral — email graphics, social assets, and web components — came together smoothly and consistently.
The revised brochure was approved and went to print. With the direction established, the remaining collateral — email graphics, social assets, and web components — came together smoothly and consistently.
Illustrated Impact Stories
The campaign was not just about celebrating our story, but about sharing the impact of our mission. We reached out to students and parents for personal accounts, then illustrated each contributor in the campaign style to create a unified visual language. This reinforced connection and authenticity across all channels.
The campaign was not just about celebrating our story, but about sharing the impact of our mission. We reached out to students and parents for personal accounts, then illustrated each contributor in the campaign style to create a unified visual language. This reinforced connection and authenticity across all channels.
Results
The campaign was exceptionally well received. It achieved an ROI of 912%, exceeding the fundraising goal by 125%, and set an inspiring tone for MCEC’s 25th year.
The campaign was exceptionally well received. It achieved an ROI of 912%, exceeding the fundraising goal by 125%, and set an inspiring tone for MCEC’s 25th year.
Illustration and design by Netta Killian
