It's About Time Campaign
How I built the visual system for a campaign that will save the lives of thousands of Mississippians.
As lead designer, I helped bring The University of Mississippi Medical Center's It's About Time capital campaign to life, supporting an initiative to raise philanthropic investment and statewide awareness for a new Cancer Center and Research Institute aimed at expanding access to advanced cancer care across Mississippi.
Health Center
Campaign
It all starts with a strong typographic system.
I designed the primary "IT'S ABOUT TIME" wordmark to feel prophetic and foreboding. The choice to use a slightly bold, tall, all caps, sans serif with high kerning helps to achieve this. I paired this with a contrasting handwritten script font that feels personal. This helps give the indication that the problem we're trying to solve is a human problem that affects the personal lives on many people, in many different ways.
Applying this new visual system, I was tasked to design a web experience that would tell the story and convert.
Homepage begins with the campaign video and quickly yet clearly outlines UMMC's plan for the new cancer center.
Features like the donation progress tracker, high quality building renderings of every floor, large impact stat numbers, and an intuitive "Give" page, all work together to drive engagement.
The result? $100M has been raised towards the campaign goal in less than a year of going public.
Beyond web experience, I was tasked to design a robust suite of printed campaign materials as well. Some of these were just concepts, other made their way into the hands of donors.
The decision to use a monochromatic visual system leaves room for the photography to shine. This also keeps the tone of the campaign rather serious – throughout all assets.
These final two photos are the front page of one-sheet documents that were put in the hands of wealthy private donors. I designed them to be intuitive and clear while still selling the campaign vision and being cohesive to the web experience.
My Role: Lead Designer
Credits: Blake Allen (Creative Director, Campaign Video)