United Way 2025
A full-campaign visual design for Blakes’ annual United Way Week, creating a cohesive autumn-themed identity to support internal fundraising, engagement, and event communications.
United Way 2025
A full-campaign visual design for Blakes’ annual United Way Week, creating a cohesive autumn-themed identity to support internal fundraising, engagement, and event communications.
CLIENT
Blake, Cassels & Graydon | Toronto
Role
Graphic Designer
TOOLS
Illustration, Indesign
TIMELINE
Jun - Aug 2025
CLIENT
Blake, Cassels & Graydon | Toronto
Role
Graphic Designer
TOOLS
Illustration, Indesign
TIMELINE
Jun - Aug 2025
100+
100+
Event Attendees
Designed campaign visuals supporting a firm-wide internal United Way initiative with broad staff participation.
20+
20+
Campaign Assets
Designed a full suite of campaign materials, including website banners, desk drops, posters, and internal promotional graphics.
20+
20+
Cross-Team Partners
Worked closely with the staff campaign chair and internal stakeholders to align creative direction with campaign goals.
70%
70%
On-Time Delivery
All campaign assets were finalized, approved, and delivered ahead of deadlines prior to the October event launch.
Work Details
Project Brief
Project Brief
United Way Week is Blakes’ annual internal fundraising initiative in support of United Way Centraide, bringing colleagues together across offices to give back through a week of activities, events, and donations.
For the 2025 campaign, I was responsible for leading the entire visual direction from concept to execution, creating a cohesive design system that would energize participation, clearly communicate event details, and reflect Blakes’ long-standing commitment to social impact.
This project marked a meaningful milestone for me, as I independently owned the creative process while collaborating closely with stakeholders outside of the Creative Services team.
United Way Week is Blakes’ annual internal fundraising initiative in support of United Way Centraide, bringing colleagues together across offices to give back through a week of activities, events, and donations.
For the 2025 campaign, I was responsible for leading the entire visual direction from concept to execution, creating a cohesive design system that would energize participation, clearly communicate event details, and reflect Blakes’ long-standing commitment to social impact.
This project marked a meaningful milestone for me, as I independently owned the creative process while collaborating closely with stakeholders outside of the Creative Services team.
Ideation & Concept
Ideation & Concept
The event took place in mid-October, which inspired me to anchor the visual concept around autumn — a season associated with warmth, community, and reflection.
I explored multiple creative directions during the brainstorming phase, experimenting with color palettes, textures, and illustrative styles before landing on a warm autumnal theme. The final direction uses layered fall leaves, soft gradients, and a warm color spectrum to evoke a welcoming and uplifting tone while maintaining clarity for information-heavy layouts.
Throughout the process, I collaborated closely with Sandra, Senior IT Administrative Assistant and Chair of the United Way Staff Campaign. Working cross-functionally allowed me to better understand internal needs, incorporate feedback thoughtfully, and refine the visuals through multiple iterations.
The event took place in mid-October, which inspired me to anchor the visual concept around autumn — a season associated with warmth, community, and reflection.
I explored multiple creative directions during the brainstorming phase, experimenting with color palettes, textures, and illustrative styles before landing on a warm autumnal theme. The final direction uses layered fall leaves, soft gradients, and a warm color spectrum to evoke a welcoming and uplifting tone while maintaining clarity for information-heavy layouts.
Throughout the process, I collaborated closely with Sandra, Senior IT Administrative Assistant and Chair of the United Way Staff Campaign. Working cross-functionally allowed me to better understand internal needs, incorporate feedback thoughtfully, and refine the visuals through multiple iterations.
Final Design
I designed a full suite of visual assets to support United Way Week across internal communications and on-site engagement, including:
Email banners and internal announcements
Event posters and desk drops
Bake sale cards and candygram tags
Campaign graphics supporting fundraising and internal promotions
Visual assets supporting the CN Tower ClimbUp Challenge 2025
Each asset was designed to feel consistent yet flexible, ensuring the campaign remained visually engaging across different formats while clearly communicating schedules, activities, and calls to action.
Although I was unable to attend the event in person as it took place after my co-op term ended, I’m proud to have delivered all final assets on time and supported a successful campaign rollout.
I designed a full suite of visual assets to support United Way Week across internal communications and on-site engagement, including:
Email banners and internal announcements
Event posters and desk drops
Bake sale cards and candygram tags
Campaign graphics supporting fundraising and internal promotions
Visual assets supporting the CN Tower ClimbUp Challenge 2025
Each asset was designed to feel consistent yet flexible, ensuring the campaign remained visually engaging across different formats while clearly communicating schedules, activities, and calls to action.
Although I was unable to attend the event in person as it took place after my co-op term ended, I’m proud to have delivered all final assets on time and supported a successful campaign rollout.
Key Takeaways
Key Takeaways
This project was especially rewarding because it allowed me to:
Own a campaign from ideation to final delivery
Balance creativity with clarity across multiple deliverables
Incorporate feedback through thoughtful iteration
Collaborate beyond my immediate team
Contribute meaningfully to a cause-driven initiative
United Way Week 2025 reinforced my passion for purpose-driven design and strengthened my confidence in leading projects independently while staying adaptable, collaborative, and detail-oriented.
This project was especially rewarding because it allowed me to:
Own a campaign from ideation to final delivery
Balance creativity with clarity across multiple deliverables
Incorporate feedback through thoughtful iteration
Collaborate beyond my immediate team
Contribute meaningfully to a cause-driven initiative
United Way Week 2025 reinforced my passion for purpose-driven design and strengthened my confidence in leading projects independently while staying adaptable, collaborative, and detail-oriented.
