Client: AfP Golden Gate Chapter | Year: 2024 | Art direction, branding, editorial
About Association for Fundraising Professionals Golden Gate Chapter
“AFP Global’s vision is to stimulate a world of generosity and positive social
good through fundraising best practices.
Founded in 1971, AFP Golden Gate has approximately 500 active members. Members are Bay Area professionals, including development and communications leaders, executive directors, associates, managers, consultants, coaches,
and board members.”
Reported to
Immediate Past President: Kelley Coe
Event photography
Malcolm Wallace
Branding for NGO
About Association for Fundraising Professionals Golden Gate Chapter
“AFP Global’s vision is to stimulate a world of generosity and positive social
good through fundraising best practices.
Founded in 1971, AFP Golden Gate has approximately 500 active members. Members are Bay Area professionals, including development and communications leaders, executive directors, associates, managers, consultants, coaches,
and board members.”
Reported to
Immediate Past President: Kelley Coe
Event photography
Malcolm Wallace
For years, AfP Golden Gate Chapter has celebrated Nationaly Philanthropy Day, a yearly event that awards and celebrates honorees that have done outstanding philanthropic work for the community.
For 2024’s edition, the team required a fresh branding for its communication materials with the aim to reach more potential sponsors.
The organization did not have any branding guidelines except for its logo, which I used as starting point to develop a cohesive visual language for the year’s National Philanthropy Day ceremony held in November.
All the visual touchpoints for both patrons and awardees, as well as ceremony hosts, were designed:
- Sponsorship packet: The first visual comms material designed, released in June for potential sponsors to sign up before November.
- Digital program: The full program for the awards ceremony held in November, for patrons to consult during or after the ceremony.
Mobile version
- Event deck: Used during the awards ceremony.
- Awards: Design of the physical awards lauded to honorees.
- Table cards: For sponsors to identify their seats.
- Nametags: For ceremony attendees.
The re-design for the sponsorship packet had positive results; the information hierarchy and use of typography in a higher point size was succesful among the potential sponsors, and had a high conversion rate.
The cohesive, recognizable branding across touchpoints made it a strong identity.
Finally, the adaptability provided by both a mobile and desktop version allowed for a convenient reading of the digital program: during the awards ceremony and later at home. A QR code to access the program was made available during the ceremony, and a link to download the document was also provided in the website.
Screenshot from Event Deck.
Awardee during ceremony.
The highlight on the people who make the NPD possible through a use of their photos with a monotone treatment in the color palette, gave the identity a warm, human touch that resonated with sponsors, awardees and within the team.