The Wharton School at The University of Pennsylvania depends on funds raised from its vast network of alumni. My job as a digital designer in the Wharton Office of External Affairs is to design materials that use a consistent visual language to inspire alumni to donate. The Wharton School encompasses multiple different organizations, each with their own unique brand standards and tone. Maintaining individual aesthetics that fit within the larger Wharton brand is a unique opportunity for creating websites, email imagery, print pieces, and advertisements that are at once different and consistent.

One particularly fun project is the GIF I made to help promote donating to Wharton on Giving Tuesday. It was effective in increasing the number of donors from last year’s Giving Tuesday efforts by 25%. Including motion in digital marketing is a novel way to increase engagement and get visitors to watch content, rather than scroll right past.