The Kula Project is a non-profit organization that focuses on empowering the women of Rwanda through the development of their entrepreneurial skills.
Kula's Holiday Campaign was focused on promoting their holiday mug and coffee blend "together." The purpose was to create a consistent identity that captured the essence of the Kula Project and the holiday season without overly emphasizing common Christmas symbolism. Striking that balance and then executing the visual direction across all aspects of the campaign was within the scope for the project.
The goal was to create visibility for the non-profit and their work while promoting their holiday products. The campaign raised money for Kula through the generation of leads and conversions.
+ Researched and executed the design for three visual concepts to present to the client
+ Designed and built out a landing page to promote the holiday campaign
+ Designed a series of 5 emails to be used over the course of the holiday campaign
+ Photographed and edited pictures of the promoted products to use across all aspects of the campaign
+ Created digital graphics for social to expand the visibility of the campaign
"It was such an awesome experience being able to lead the design, present to the client, and then watch it actually raise money for their cause."
The additional illustrative overlays allowed for a consistent look and feel across the entire campaign and a playful element that could help draw in additional focus to the images. The color palette reflects the bold and bright colors of Rwandan textiles and also captures the festive energy of the holiday season.
Working in collaboration with the team at Marketwake, the Kula holiday campaign was a success bring in $2000 within the first 2 hours of launching and is continuing to be successful. The campaign extended from late October 2020 to early December 2020.