As the design lead, I spearheaded a significant and impactful project undertaken by CONRIC for Abuse Counseling and Treatment (ACT), a nonprofit organization dedicated to supporting victims of domestic violence. Our mission was to create a powerful and engaging capital campaign brochure that effectively conveyed the crucial services provided by ACT.
Drawing inspiration from the organization's emblem, a butterfly formed from intertwined hearts, we conceptualized the thematic core as "Spreading Our Wings." This thematic thread was interwoven throughout the brochure's design to encapsulate the transformative journey ACT facilitates. To breathe life into this concept, I developed a poignant first-person narrative, centered around a character named Valeria, echoing the name of the butterfly species featured on the cover. This narrative artfully mirrored the profound metamorphosis from caterpillar to butterfly, serving as a potent allegory for Valeria's personal transformation from victim to victor. This strategic storytelling approach fostered deep emotional connections with potential donors, surpassing the impact of a conventional service list.
The brochure's structure itself drew inspiration from the caterpillar-to-butterfly transformation, offering a seamless and intuitive pathway for readers to explore ACT's range of services. To elevate the visual allure, I personally crafted intricate botanical illustrations by hand. These delicate yet captivating illustrations adorned the background, contributing an inviting and organic aesthetic that harmonized seamlessly with the overarching design.
In summary, my role as the design lead was instrumental in weaving together a compelling narrative, thematic coherence, and captivating visuals, resulting in a brochure that not only conveyed ACT's invaluable services but also resonated deeply with its audience. This project was especially significant to me as I have a passion in helping victims of domestic abuse.
Project Role: lead graphic designer, copywriter, content creator | Agency: CONRIC pr + marketing
Brochure cover
Brochure half open
Brochure fully open
Brochure back
