Campaign System
Project 03
RPI Capital Campaign
PR03
Project Type
Integrated campaign system
Role
Creative director – brand & microsite
Scope
Identity & digital platform
Executive Summary
A unified campaign identity and digital storytelling system that enables advancement teams to communicate priorities and outcomes across multiple audiences.
Campaign narrative
Identity combining impact data with emotional storytelling
Capital campaigns succeed when donors feel both informed and moved. The RPI identity was built around that tension, pairing quantitative impact with human narratives so the visual language could work equally well in a donor report, a gala program, and a campaign website.
Identity system
A visual language built to scale
The campaign identity establishes a consistent typographic system, logo lockup, and rule-based graphic language that adapts across print, digital, and event environments without losing coherence.
Digital Platform
Microsite as central storytelling platform
The campaign microsite organizes priorities, stories, and outcomes into a structured, accessible digital experience for multiple audiences.
Audience Strategy
Content structured by audience motivation
Each story page is shaped around a distinct audience motivation, balancing emotional resonance with informational clarity across donor types.
Campaign System
Consistent identity across digital, print, and events
The campaign system extends across all touchpoints, digital, print, and in-person events, maintaining identity consistency while adapting to context.
Impact
01
Unified campaign identity deployed across all platforms and touchpoints.
02
Consistent multi-audience communication across donor segments.
03
Digital storytelling platform connecting campaign priorities to donor audiences.
04
Part of a $1B fundraising campaign — one of higher education's largest.
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