Objective
Create a graphic for the Earth Day 2022’s global campaign that would live on all global channels of IFAW. The theme that year was “Invest in Our Planet”.
About the Campaign
Every year, Earth Day falls on April 22nd.
In 2022, on that date, I had the opportunity to see my visual design lead and overall design go live across all global social channels.
You may be wondering how someone in their very early years of professional experience got to take charge. The answer is simple: I spoke up and shared my creative leadership idea.
When there was a scramble to find a way to stand out against other animal conservation competitors, in my fresh perspective, we didn’t need to complicate things any further. Simply show the audience the importance of investing in the planet, not necessarily through donations (although if they feel inclined to donate to IFAW, all the better), but through action. Invest your time in taking care of the planet before it’s too late.
When I was determining the overall composition for this campaign, I had to sift through our content asset library, where tens of thousands of photos are stored. Making my job slightly more challenging when narrowing down the ultimate image to use.
Then it became even clearer how I could approach this campaign with its complexity. In the image above, I decided to Photoshop over five different photos to create one ultimate horizontal composition. This was also intentionally done for social media platforms such as Instagram as a carousel post, but it could also be an image that stands alone and stands out.
Another complex layer that arises when designing for social and digital content is figuring out what compositions work across different platforms.
After almost a week, the global Earth Day 2022 graphics were ready for review and eventually became one of the top-performing Earth Day campaigns at IFAW to date.
Audience
The audience for this campaign was the general population across all social media platforms, including over 3 million followers in total across IFAW’s Instagram, Twitter, LinkedIn, and Facebook accounts.”
GIF Digital Asset
An example of how I am able to think about transforming my visuals to better suit their audience’s needs. I converted this horizontal graphic into a GIF to post on other social platforms, such as Twitter, where it worked better for that consumer audience.
Jaclyn Krizanic 