The Shalom Project
Adoption can be really hard. For most people, it can take a long time to even get to a place where they become willing to think of adoption as a real option for their family. This year, the the Shalom Project, run by Breakaway Ministries, partnered with Show Hope to help provide $5,000 adoption grants that brought children into new families. Our challenge was to encourage frugal college kids to engage in the mission to help at least 25 families pay for costly adoptions.
Social media images
T-shirt & print collateral
You Just Gotta Believe
Just like downing more than twenty pizza rolls in one sitting, college kids can do some really incredible things when they put their minds to it. Past winning awards and being able to boast numbers on papers, I've seen how college can be a time spent learning how you can impact the world around you. Every year, Breakaway uses the Shalom Project to rally thousands of college students to not only practice giving generously themselves, but to think outside of their own financial limitations. They encourage students to believe that they can really make a difference by stepping in to help fix hurt in the world. To get college kids to pause their fidgety iPhone hands on one image can be difficult, but we were excited to find an inspiring solution that would encourage them to get involved.
The relationship between chaos and order was a key concept for this project as it closely paralleled the ministry's goals to bring peace to those going through the pain and stress of adoption. We knew our color scheme almost immediately too thanks to the fact that Breakaway calls Texas A&M University home. To help this project connect to people outside of the ministry's immediate circle of influence, creating visual ties to a university that boasts a core value of service was an easy win. The Breakaway team also had specific requests for the initial direction of the brand, which provided me with some solid material and inspiration as I began to ideate.
An important aspect to this project was thinking through how to best set up a non-designer for success. Since I was working full-time elsewhere, it was important for their team to be able to give live updates on current giving totals as well as share branded content without having to wait on me to create it outside of my nine-to-five. That limitation narrowed my parameters with where I could take the brand and limited the brand's visual complexity so that content created outside of my attention would fit seamlessly.
The two center images combined into a card that was handed out in the weeks leading up to the project's launch. These prayer cards helped remind students what to focus their efforts on during the campaign.
Notes for the Next
A big lesson I learned from this project was that once the branding is finished and agreed upon, I need to spend more time walking the client through not only why everything looks the way it does, but also how the elements should be used and combined for future content. Giving the Breakaway team a better foundation for why the visuals were set the way they were would have allowed the content to be even more excellent.
Page photography taken by Ashley Monogue;