Creative & Art Director, end to end. Logo and identity system, donation site design and build, campaign artwork, print files, volunteer creative team management.
The problem
A volunteer group was already feeding families in North Gaza. The work was real. The proof was not. No brand, no site, no way for a stranger to see where their money went. Goodwill was there. A system to carry it was not. And the need moved faster than any normal branding timeline.
What I did
- Designed the full brand identity: logo, style guide, voice, tone, and mission, built to be understood in seconds
- Built a donation and fundraising platform (WordPress, Shopify, FundraiseUp) that could take a gift and put it to use fast
- Ran the creative and content operation for a small team working across two countries
- Set up AI tools (Claude, Canva) that let a four-person team keep pace with daily need and hold the brand steady
- Documented the system in AI tools so members could produce on-brand work on their own
- Wireframed and built the donation site, produced the campaign artwork and print files, and directed the volunteer creative team day to day
The results
- $1.2M raised in year one through organic outreach alone, no paid media
- That number matched again by mid-year two
- New branding live on the ground, on banners and vests, within a week of approval
- A four-person team running what most nonprofits need ten people to do
Selected work
Identity, web, print, environment, and social, all produced in house.
Why it worked
Trust was the only currency this group had. So the brand was not decoration. It was the reason a stranger felt safe sending money to people they would never meet. Build the proof first, and the giving follows.
Building something from the ground up, with no room for a slow start? That is where I do my best work.