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Girls’ Brigade
Fortnight 23



IMPACT

The redesigned campaign contributed to the highest donations ever collected
in Singapore Girls' Brigade history for their 2023 campaign.


The visual clarity helped donors better understand how their contributions directly supported young women's development, with clear breakdowns of fund allocation (61% to Company Programs & Leadership Training, 25% to Community Development, etc.).

The design successfully balanced the organisation's established identity with fresh visual elements that resonated with both young members and donors, creating a bridge between generations while advancing the organisation's mission of developing young women into leaders.




CHALLENGE

The Girls' Brigade Singapore needed to revitalise their annual "GB Fortnight" fundraising campaign to increase donations while clearly communicating their mission of developing young women's leadership potential.

RESEARCH

I conducted a thorough analysis of previous campaign materials and competitor case studies, identifying opportunities to create a more engaging donor experience. Key insights revealed that:

  • Previous designs lacked visual cohesion, easy readability and comprehension of information, and clear hierarchy
  • The impact of donations wasn't immediately apparent to potential contributors
  • The collection process needed simplification for both donors and volunteers

STRATEGY & SOLUTION

Before beginning design, I led proofreading and editing rounds with the client to ensure content was clear and concise. Extensive retouching of featured leader images supplied by client to ensure polished and professional brand impression. Next, developed a comprehensive design system that:

  • Created a playful yet purposeful visual language with custom illustrations of diverse young women in uniform, ensuring consistent illustration style across all visual elements from hero images to small embellishments
  • Implemented a gamified donation process with color-coded donation amounts
  • Established clear information hierarchy to highlight organizational mission and impact
  • Maintained consistent branding across all touchpoints while injecting freshness through modern typography and color palette