Overview
A winter fundraising appeal for a humanitarian relief organisation. Appeal creative has a narrow path to walk – it has to convey urgency without reducing the people in the photographs to a prop. The layouts give the photography room and keep the typographic pressure on the ask, not the subject.
Deliverables
What was produced
- 01
Two square appeal creatives for social channels.
- 02
Headline and donation-button treatment reusable across the appeal.
- 03
Organisation logo lock-up positioned consistently across the set.
Approach
How it was designed
- 01
Field photography is cropped so subjects hold eye level and are never cut off mid-face, which keeps the appeal respectful.
- 02
A serif headline in white sits over the coldest part of each image, reinforcing the winter framing without an overlay filter.
- 03
The gold 'Donate Now' button is the only saturated element, so the action is unmistakable at feed size.
- 04
Copy stays short and specific – who is being protected, and from what – rather than leaning on general appeals.
