Pathfinder was clear in their desire to feature graphics in their end of year campaign that pushed the envelope more than their branding had done in the past. They wanted something new that would be eye-catching, standing out from the clutter of holiday ads and really focus on the issue and drive support to the cause.
The design direction we landed on was urgent and dire, and focusing on the need for support. The color scheme was eye-catching and to-the-point in black, white, and a palatable, but-urgent red. The typeface was a bold and simple Source Sans Pro Variable, allowing the images to hold the weight of the interest on the page, while also clearly communicating our messages of need.
To increase our impact, as we tracked the return on our ad spend, we noticed that the most effective graphics were the most dynamic and told more of the story. Highest performers were those with multiple images woven into scarves, and animated GIFs that showed multiple images within one ad, or emphasized the urgency of the campaign with countdowns.
With this knowledge, we shifted all of our creative toward the best performing pieces and saw a continued uptick in donation dollars.