As an introductory project between Graphcom and AHN, they were trying to create a visual map or journey that could quickly iterate the steps taken from first meeting all the way through donor advocacy and solicitation. This tried and true process was a bit complicated to explain with words, so it was my job to visualize these steps and provide visual cues to help guide AHN’s members in their conversations.
Company: Graphcom
Role: Creative Director
Strategy / Graphic Design / Illustration
Inspiration
After an initial call with AHN’s Executive Director of Annual and Strategic Programs, I quickly went to work sketching out how to communicate this layered conversation. Concept One utilizes a left-to-right, top-to-bottom approach that presents the donor’s journey, data segmentation, and 5 key points from awareness to advocacy. Concept Two presents a stepped approach, similar to a board game where the donor experiences each point along the journey.
The client chose the first concept due to the depth approach allowing them to explain both horizontally and vertically along the physical plains. The Retention & Elevation cycle added an additional visual layer that ultimately provided valuable insight during conversations.
The illustration style chosen was simple, line drawings with a consistent line thickness that speaks to each touch point. Branded colors were used to provide further depth and organization to the hierarchy and message.