Call to Action Campaign
Girls on the Run
For this project, I was paired with another designer to create a campaign that promotes GOTR. We were tasked to create a brochure, social media post, and design a product of our choice. We interviewed an member of the organization to ensure we designed products that reflected Girls on the Run's message. Along with the interview, we were given a style guide.
Our Design Direction:
Girls on the Run Shenandoah Valley ensures girls all over the valley feel confident and positive in whatever they accomplish. We wanted to reflect that feeling within our designs. A feeling of positivity and encouragement, that whoever reads from each piece feels bright and encouraged, not just by the words on the page or screen, but by simply just looking at it.
While our focus was recruiting volunteer coaches, specifically younger ones, we wanted these pieces to be compelling to anyone that sees them. We hoped parts of our design would be attractive to the girls, exciting them and that would be reflective in attracting the parents and possibly future coaches. We wanted to make sure all the designs have continuity, so even from afar, they can recognize and remember Girls on the Run. We wanted to make the designs unique to Girls on the Run Shenandoah Valley by using only the images from the marathons in the valley. Our goal was also to stay as close as possible to their original colors so that each piece of media was recognizable.
Their illustrations were used so we could stay on brand and keep the pieces professional. They also helped connect the accent colors between designs so that we could keep our vision united. For the most part, we used left alignment in our text heavy content. We did this because of our knowledge of the F-scanning pattern: how the user's eyes will often start on the left and work their way right. We knew they wanted the tone to be light and approachable, so we avoided black and darker colors to avoid the connotations that those colors bring into design.
For the printed piece, we wanted to emphasize the feeling of strength with Girls on the Run while making sure we add as much valuable information to the piece as well.We decided to have the logo appear at the top of the rack card, so if presented behind other cards, it can be understood and recognizable. Because of the green background color, we decided to encircle the logo in a darker contrast of pink for an emphasis. We chose a gradient background, so the reader’s eye can follow at the top with the logo where the heavier saturation leads and follow down the card to blend in with the image. Therefore the reader can take in all of the information on the card. We feel that visual congruence enhances reader’s viewibility and likeness, so it’s something that we prioritized in this piece and the other designs. Since our audience is intended to be volunteer coaches, we wanted the back to focus on the ‘getting involved’ information. We highlighted the ‘Run with Us’ information on the light pink illustration for emphasis.
Our choice to make a carousel instead of three separate posts was also intentional. We felt that it was better to make a carousel because it allowed us to express the information while also creating a cover for the front of the slideshow. We wanted to tie in illustrations that were similar to the one in the printed piece for continuity. Using “Girls on the Run needs you” will increase readability, for the viewer will find themselves more likely to read the carousel rather than if they see a post with information on it (it’s likely they may just scroll past). Viewers always want to view something that’s quick. We wanted to post to be simple and easy to read. Our intention for the screen media was more of getting viewer’s attention and the organization of information.
We thought that its functionality would make people use it more and hence advertise the GOTR organization and volunteer opportunities. We hoped this could be something used at practices and marathons by the coaches. The shoe illustration was provided by Girls on the Run as well as the heart design. We used lines to connect them and so it looks like a shoelace going around the water bottle. The shoelace and heart design idea derived from the idea that girls learn self-love through running. With the shoelace being long it represents the journey of self-love and confidence, it's long and it isn’t even, but it's complete and shows that love can be found, especially with the help of coaches.