Campaign Design
/
Art Direction · Visual Identity · Multimedia Campaign
Project 07 / 08
Lifeline of Ohio · NPHC Columbus
Rooted
In
Life
Educate
Inspire
Encourage
Legacy
A community-centered organ donation awareness campaign uniting all nine Divine Nine organizations and fourteen Columbus chapters under one shared mission — to educate, inspire, and encourage life-saving conversations through storytelling, culture, and community engagement.
Client
Lifeline of Ohio &
NPHC of Columbus, OH
D9
Photography Direction
Campaign Applications
Banners at Event
Client
Lifeline of Ohio
Role
Lead Designer · Layout Designer · Creative
Applied Skills
Art Direction
Campaign Design
Editorial Layout
Photography Direction
Visual Identity Systems
Environmental Graphics
Social Media Design
Print Production
Brand Storytelling
Created With
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Adobe Lightroom
Organizations
9 Divine Nine · 14 Columbus Chapters
01
Background
Answering an Urgent Disparity with Culture & Community
Rooted In Life was a community-centered awareness campaign created through a partnership between Lifeline of Ohio and the National Pan-Hellenic Council of Columbus, Ohio to address the urgent disparity surrounding organ donation within the Black community.
Black Americans are three times more likely to need a lifesaving transplant, yet donation registration rates remain disproportionately low. The campaign united all nine Divine Nine organizations and fourteen Columbus chapters under one shared mission: to educate, inspire, and encourage life-saving conversations through storytelling, culture, and community engagement.
“Transform awareness into action through storytelling, visibility, and collective community participation — grounded in cultural legacy and the power of the Divine Nine.”
Project Goal
Develop a visually compelling and emotionally resonant identity system that could unify multiple organizations while raising awareness around organ, eye, and tissue donation. The campaign needed to feel culturally authentic, community-driven, and inspirational.
Campaign Need
The visual system needed to be flexible enough to live across photography, video, social media, environmental graphics, apparel, presentations, and educational materials — while remaining cohesive, bold, and culturally grounded throughout.
Mission 01
Educate
Translate medical urgency into community-accessible storytelling that cuts through barriers of fear, mistrust, and misinformation around organ donation in Black communities.
E
Mission 02
Inspire
Channel the prestige, pride, and cultural authority of the Divine Nine to position organ donation as an act of community service, love, and lasting legacy.
I
Mission 03
Encourage
Create a cultural movement — not just a campaign — that empowers individuals to register, share their stories, and bring life-saving conversations home to their families.
E
02
The Divine Nine
Nine Organizations. Fourteen Chapters. One Mission.
The campaign unified all nine historically Black Greek-letter organizations that make up the National Pan-Hellenic Council — each bringing their distinct heritage, chapter networks, and community reach under the single identity system of Rooted In Life.
The visual system had to honor the individuality and legacy of each organization while creating unmistakable cohesion — a design challenge that drove the editorial badge system and heritage-inspired typography approach.
01
Alpha Phi Alpha
ΑΦΑ
Fraternity
02
Alpha Kappa Alpha
ΑΚΑ
Sorority
03
Kappa Alpha Psi
ΚΑΨ
Fraternity
04
Omega Psi Phi
ΩΨΦ
Fraternity
05
Delta Sigma Theta
ΔΣΘ
Sorority
06
Phi Beta Sigma
ΦΒΣ
Fraternity
07
Zeta Phi Beta
ΖΦΒ
Sorority
08
Sigma Gamma Rho
ΣΓΡ
Sorority
09
Iota Phi Theta
ΙΦΘ
Fraternity
Project Overview & Photography Direction
03
Opportunity
Prestige, Authenticity, and Unity Across Diverse Traditions
One of the primary challenges was creating a campaign that honored the legacy and traditions of the Divine Nine while addressing a deeply emotional and life-impacting issue. The visual identity needed to feel prestigious, authentic, and rooted in culture without appearing overly clinical or institutional.
Because the campaign represented multiple fraternities and sororities, the system needed to create cohesion while respecting the individuality and heritage of each organization, and required scalable assets across educational materials, event activations, video, apparel, signage, and social platforms.
01
Cultural Authenticity
Honor the legacy and traditions of the Divine Nine while addressing a deeply emotional life-impacting issue — without appearing clinical or institutional.
02
Multi-Org Cohesion
Create visual unity across nine distinct organizations while respecting the individuality and heritage of each — a single identity that spoke to many.
03
Scalable Asset System
Develop assets that functioned seamlessly across educational materials, event activations, video, apparel, outdoor signage, and social platforms.
04
Emotional Resonance
Balance the urgency of the public health message with the warmth, pride, and cultural celebration that would make the campaign feel genuinely community-driven.
04
Creative Direction
Nostalgia, Unity & Cultural Legacy
The creative direction centered around nostalgia, unity, and cultural legacy. Inspired by the prestige and tradition of Black Greek life, the campaign adopted a bold editorial aesthetic blending vintage collegiate energy with modern storytelling.
Condensed typography, textured graphic treatments, and heritage-inspired badge marks created a sense of pride and familiarity. The visual system emphasized themes of “More Life. More Legacy. A New Tradition.”
01
Bold Editorial Aesthetic
Vintage collegiate energy blended with modern storytelling — drawing from the prestige and heritage of Black Greek life as visual and cultural foundation.
02
Condensed Typography
Heritage-inspired badge marks and compressed typefaces created a sense of pride and familiarity — instantly evoking tradition, community, and belonging.
03
Documentary Photography
Intimate, journalistic portrait direction that felt genuine, hopeful, and deeply personal — reinforcing the emotional weight behind organ donation stories.
04
Color Blocking
Bold color-blocked layouts using the four-color brand palette created immediate visual impact and flexible application across all campaign touchpoints.
05
The Divine Tree
Symbolic imagery representing the interconnectedness of the nine organizations and fourteen local chapters — rooted in community, reaching toward life.
06
Scalable Identity System
A visual language designed to flex across social media posts, event banners, apparel, presentations, and environmental graphics with equal authority.
Creative Direction & Campaign Applications
05
Applications
A Scalable System Across Every Touchpoint
Developed a scalable visual system extending across banners, flyers, social media, presentations, and branded merchandise — ensuring a consistent and recognizable campaign presence. The flexible application of typography, photography, and graphic elements allowed the Rooted In Life message to engage audiences across physical and digital touchpoints.
01
🏷️
Testimonial Flyers
Personal storytelling flyers featuring community members — documentary in style, emotionally resonant, and culturally grounded.
02
🏳️
Vertical Banners
Large-format vertical banners for event activations and community spaces — bold color blocking, condensed type, and portrait photography.
03
📋
Event Banners
Horizontal and environmental banners deployed at campaign events to create an immersive, cohesive brand environment at every activation.
04
👕
Merchandise & Apparel
Branded merchandise including apparel, wellness kits, and promotional items extending the campaign identity into wearable community advocacy.
05
📱
Social Media
Platform-optimized social media graphics — static posts, stories, and campaign assets carrying the editorial visual identity into digital spaces.
06
🎓
Presentations & Education
Slide decks, educational materials, and presentation assets for outreach events, chapter meetings, and community engagement sessions.
Campaign In Use — Events, Merchandise & Social
06
Full Campaign Gallery
The Rooted In Life Campaign System
07
Impact
A Movement Grounded in Unity, Service & Legacy
Rooted In Life successfully created a cohesive multimedia awareness campaign that amplified the voices and stories of the Black community while strengthening the partnership between Lifeline of Ohio and the NPHC of Columbus. By combining culturally resonant storytelling with strong visual identity design, the campaign encouraged meaningful conversations around organ donation and highlighted the importance of collective action, representation, and community advocacy.
9
Divine Nine organizations unified under one campaign identity system
14
Columbus NPHC chapters engaged and represented across campaign assets
3×
Black Americans are 3x more likely to need a lifesaving transplant
Multi
Platform — social, event, apparel, print, environmental, and video
Created a cohesive multimedia campaign amplifying Black community voices around organ donation
Strengthened the partnership between Lifeline of Ohio and NPHC Columbus through visual storytelling
Extended across social, video, presentations, banners, brochures, apparel, and environmental graphics
Created a recognizable and emotionally impactful community presence across all touchpoints
Encouraged meaningful conversations around organ donation through culturally resonant storytelling
Positioned Rooted In Life as a movement grounded in unity, service, and Black community legacy
Lifeline of Ohio · NPHC of Columbus, Ohio
More Life.
More Legacy.
A New Tradition.
Rooted In Life demonstrated how design rooted in cultural pride, community love, and collective mission can transform a critical public health message into a movement. By honoring the legacy of the Divine Nine and centering the lived experiences of Black Columbians, the campaign proved that the most powerful advocacy connects, celebrates, and calls to action from within the community it serves.
Campaign Design · Art Direction · Visual Identity · Community Engagement