Feeding Loudoun's Healthcare Heroes
Loudoun County Chamber of Commerce
When COVID-19 hit, the Loudoun County Chamber of Commerce (LCCC) began a GoFundMe campaign called Feeding Heroes to deliver meals to the county’s front-line health care workers. I was tasked with creating a landing page for the campaign, as well as developing other visual assets that would establish the campaign as a sub-brand of LCCC.
To illustrate the impact that county citizens could make by contributing to the campaign fund, I created a stylized heart icon echoing the L-shaped icon in LCCC’s logo (which itself represents the shape of Loudoun County on a map). I anchored the heart icon with a ribbon shape evocative of a military medal, reinforcing the nobility of the campaign and encouraging citizens to be heroic in their own small way by making a donation. The campaign itself was a great success: its lifetime conversion rate was 32%, and the $20,000 donated by the community was enough to deliver over 2,000 meals.
