American Institute of Graphic Arts (AIGA)
Since 1995, the AIGA Worldstudio Scholarships program has awarded $1.3 million to more than 800 college students. Their goal is to help increase diversity within the design profession, and foster social and environmental responsibility in artists and designers. I worked with AIGA to create web, email and social media placements for AIGA’s Giving Tuesday Campaign, in support of student scholarships.
By participating in Giving Tuesday, a global generosity movement, AIGA was able to raise visibility with sponsors within the design community, and inspire them to share and donors to give. In order to provide viewers with a personal connection, I came up with three concepts to showcase past scholarship recipients, a sample of their art work and a brief testimonial.
Giving Tuesday
Campaign: Concept 1
The color palette varies for each concept. Yet they collectively display bold, vibrant tones that feel joyful and invite the viewer to stop and observe.
The use of abstract shapes are shown throughout all concepts. Rather than using expected iconography to evoke giving, each concept plays with illustrative design elements that represent learning and growth, along with creativity in the arts.
Concept one presents each scholarship recipient and their work within an abstract leaf pattern, aiming to inspire development and generosity.
Giving Tuesday
Campaign: Concept 2
In concept two, the scholarship winner and their work are depicted within two shapes. When united, they encapsulate their unique narrative. #AIGATogether is used here to share the recipients stories.
Giving Tuesday
Campaign: Concept 3
Concept three has two frames for each winner. The first one presenting them, and the second showing their work, along with the date for Giving Tuesday; large and in bold type. The flowing shapes shift with each frame to encourage a sense of community and sharing.
Concept 3 was selected to feature all scholarship winners and was expanded into 4 frames for each recipient. These are examples of two recipients. Frame 1 introduces the winner, frame 2 presents a piece of their art work, frame 3 features a quote reflecting their perspective on art and design and frame 4 ends with a call to action to donate, as well as incorporates the hashtag AIGATogether.