Purdue Day of Giving
Two 24-hour giving campaigns. The 2015 Day of Giving raised $13.7 million, a record for a single-day campaign in higher education at the time.
- When
- 2014 and 2015
- Role
- Creative direction, UX, logo, video concepts, print and social
- At
- Story Worldwide, New York
- With
- Yes Equals Yes
- Client
- Purdue University
Purdue’s Day of Giving is a 24-hour campaign in which the university’s schools and departments compete to raise the most money. Those at the top of the leaderboard win a larger share of the matching funds, with bonuses for taking part in social challenges.
Graham led creative and UX for Purdue’s 2014 and 2015 campaigns at Story Worldwide. Working on several giving days in a row let him carry what each one taught into the next, and each campaign raised more than the one before: the 2015 Day of Giving raised $13.7 million in 24 hours, a record for a single-day campaign in higher education at the time.
The 2015 design grew from the website’s header graphic: a spotlight on the logo, which he also designed. A gift goes to the program a donor cares about most, so giving puts a spotlight on it; the spotlight also stood for the good work Purdue does in the world. From there the look carried into the trailer and thank-you videos he helped conceive, on-campus events and activities, print, reusable assets for every department, social posts and ads.
In 2015 he also created the campaign direction, logo, brand guidelines and brand book for Ever True, Purdue’s capital campaign.
Roles Creative direction · UI and UX · Interactive design · Video ideation · Video graphics · Print design · Logo design · Social media
