Type
Digital Campaign, Web Design, Video, Poster Design
Client
Welfare Avenue
Timeline
March 3-7, 2025
My Role
Web Design & Development
The Price of Colour: A digital campaign to help break systemic barriers
The Price of Colour is a digital campaign in collaboration with the non-profit organization Welfare Avenue, created as part of Vanier College's Capython Design Challenge. Our team of 9 was given a topic:
The team chose to partner with Welfare Avenue, a not-for-profit organization whose mission is to work towards the advancement and inclusion of low-income and unhoused individuals by relieving poverty and addressing food insecurity, isolation, and accessibility to valuable resources. We chose to partner with a real organization as we felt we had a pretty serious topic and we wanted our design project to go beyond just a submission to a design challenge. This allowed us to create something with tangible real world effects.
From this, our campaign was born. The Price of Colour is a digital campaign that aims to raise awareness for the systemic barriers that minority communities can face in order to succeed and achieve financial security, with an end goal to help empower people and communities to get involved and help do their part to break down these barriers and provide relief and support to people who can be effected by these systemic barriers.
Objective
Our objective was to create a campaign that raised awareness to certain systemic issues faced by minority communities and to then empower people to do their part and help support people facing these issues. For Welfare Avenue, we ultimately decided that we would do this in the form of a digital campaign that would highlight many systemic issues that make minority communities more likely to experience poverty and then educating people on how Welfare Avenue's work helps support these communities and encourage people to get involved with Welfare Avenue through volunteering, donations and partnerships. Our campaign consists of videos, social media content, posters, and a website to house the whole campaign, provide information, resources, and a way to get involved.
My role in this project was mainly focused on the campaign strategy and the design and development of the website therefore for the scope of this case study, the main focus will be on the website. The ideation process for the website involved going through Welfare Avenue's website and understanding them and their purpose and then exploring pages for other PSA campaigns to understand what grabs attention and what makes people want to make a difference.
Solution
Following the research process, an initial wireframe was sketched out as seen above. The idea was to have an attractive hero section to pull people in and then to immediately provide an explanation about the campaign to get people interested. It then continued with a mix of promoting other elements of the campaign and promoting the work and impact of Welfare Avenue. The crucial part of building this site was to have many call to actions as this was the end goal of the campaign. There would have to be several CTAs on the page linking back to Welfare Avenue's donations page or volunteers page.
In terms of colour and visual elements, I wanted to keep the feel as similar to Welfare Avenue's website as possible while elevating the design aspect which I believe was lacking. They key was to stay consistent with their brand colours, typography and icons while designing a site that was simpler to navigate and more direct and intentional in leading people to get involved.
I used a simple grid layout and followed the hamburger design style as these are proven easy ways to provide users with a clean, easy experience that prioritizes the content on the page while remaining visually appealing. The site consisted of mostly static elements so it was important to add some elements that added a slight edge to the site to keep people engaged every now and then. This was done with things like the hero section background video, the images floating out of their sections, and the highlighted headings.
Results & Impact
The campaign was a large success with Welfare Avenue really liking the content we created for them and asking us if they could use the website long term. The content was engaging and led people to the website which in turn encouraged them to get involved. The hope is that this content would bring visibility to this issue and get people to get involved with the work that Welfare Avenue does. This would have a tangible real world impact by helping Welfare Avenue to pursue their mission.
Deliverables
Digital Campaign, Website, Posters, Social Media Content, Videos
Team
Brandon Donini - Strategy, Web Design + Development
Lara Rinaldi - Strategy, Art Direction, Poster Design
Jasper Lloyd Piano - Video Production + Editing
Constance Gris-Khon - Sound Editing
Ramanah Arumugam - Video Editing
Team (Cont'd)
Kurt Francis Ocampo - Video Production + Editing
Victoria Toro Guerrero - Video Production, Social Media Content
Samia Shaikh - Strategy, Video Production
Myriam Sindiely Seck - Poster Design
Tools
Illustrator, InDesign, HTML,CSS, JS, Premiere, After Effects
Thank you for viewing my work! You can view the campaign in full by clicking here
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