Food on the Move

Visual Design & Community Engagement

Summary: A Hudson Valley food organization needed to raise $50,000 for a refrigerated truck to scale their delivery capacity. I designed the communication strategy and visual campaign that brought the fundraising story to life, ultimately reaching the full funding goal.

  • Fareground, a Hudson Valley food organization, needed to raise $50,000 to purchase a refrigerated truck that would increase the efficiency and scale of their food deliveries and distributions. The campaign required a clear visual identity and a communication strategy that could build momentum over time, engage donors, and make progress toward the goal visible and tangible.

    The organization also needed to educate the community about food insecurity in the Hudson Valley to build understanding and urgency around their mission.

  • I partnered with Fareground's Director to design a multi-channel capital campaign that combined strategic communications with visual storytelling. The campaign centered on the truck itself as both the fundraising goal and a visual metaphor for progress.

    The solution included:

    • A drip campaign that moved donors through the fundraising journey with clear milestones, donor recognition, and updates tied to progress

    • Animated social media graphics that visualized the truck wrapper "coming to life" as donations came in, creating a real-time progress tracker that donors could follow and share

    • Educational video content explaining food insecurity in the Hudson Valley, designed to build awareness and connect the need to Fareground's mission

    • A cohesive visual identity for the campaign that aligned with Fareground's brand while creating recognition and momentum across channels

    The campaign made the abstract goal of $50,000 concrete by tying every donation to a visible change in the truck design, turning fundraising into a community building experience.

  • led the communication strategy and visual design for the campaign in collaboration with Fareground's Director. My contributions included:

    • Collaborating on the overall campaign strategy and drip communication plan

    • Designing all visual assets including the truck wrapper visualization, social media graphics, and progress tracker animations

    • Creating animated educational videos explaining food insecurity in the Hudson Valley

    • Developing the visual system that showed incremental progress as donations came in, making fundraising goals feel achievable and transparent

    The campaign successfully raised the full $50,000, and Fareground purchased the refrigerated truck to expand their reach.

Rooting for You

Graphic Design & Visual Communication

Summary: Poughkeepsie Farm Project needed fresh merchandise to support their fundraising efforts. I created a playful design celebrating both their produce and their community mission, which was selected as the winning submission for their 2025 t-shirt.

  • Poughkeepsie Farm Project, a community-supported agriculture organization, needed engaging merchandise that could support their fundraising goals while reflecting both their work and their values. The organization issued an open call for design submissions, looking for fresh artwork that would resonate with their community and translate well to wearable fundraising merchandise.

  • I created "Rooting for You," a design that uses root vegetables as both literal subject matter and visual metaphor. The design features three bold, colorful root vegetables (a beet, carrot, and turnip) paired with playful typography that creates a double meaning: rooting as in root vegetables, and rooting as in championing and supporting.

    This dual meaning connects the organization's agricultural mission to their broader role in building and sustaining community, making the design both visually appealing and conceptually aligned with what Poughkeepsie Farm Project stands for.

    The bright, friendly illustration style and accessible visual language make the design approachable for a wide audience.

  • I designed and submitted the artwork in response to the open call. My design was selected as the winning submission and will be featured on Poughkeepsie Farm Project's 2025 t-shirts.

Personals from the Produce Aisle

Visual Design & Community Engagement

Case study and additional campaign assets coming soon!