Every Woman Biennial 2021
Second year Design Marketing brief by Every Woman Biennial
The Brief: Build a strategy for the client on how to reach their goal of raising £100k, come up with a concept to drive people to donate in the Crowdfunder website. Think of a way to make their page more engaging. In addition, creating a marketing campaign to reach emerging female and non-binary artists and those that tend to be marginalised within the art world. Spreading the word about the festival and have an open call for applications.
Time given for the brief: 1 week
Creative Team: Yoana Pavlova (myself), Esdras de Costa and Gulshan Nassir
I created an example promotional video for the Crowdfunder website, which would be the first thing that you see on the website. By showing the beautiful artworks as well as the heartwarming moments from previous years it would make people see what a valuable cause they are supporting. It would also grab attention and hopefully raise enough capital.
I also created two instagram stories that the client could use to get artists to submit their artworks and get recognised for their work.
This is a mockup I created in Photoshop of how the Crowdfunder page would look like:
We created a rewards program for the Crowdfunder website, as we saw an opportunity to give back to people that contribute to the cause. It has proved to be an effective strategy in Crowdfunder to get people to donate. We created 7 levels of rewards where if you were to donate for example £250 you would receive the rewards from the previous values as well.
I did some research on the different rewards we could create for each person that contributes and we chose these ones:
Here are some mockups we created:
I illustrated how it would look like and have a possibility to also have it as a sticker in Instagram. I used their branded artwork as reference:
Handwritten by Gulshan, a personal touch for each person that contributes.
A mockup tote bag I created using the brand guidelines' colours and "Impact" font and the same style Esdras used for the Crowdfunder images:
Poster mockups by Gulshan.
For the bigger value reward we wanted to create something that would always remind the people of the festival by customizing people’s clothes. If they want they can send in their jacket, hat or shirt and they would receive it back completely transformed with a printed artwork. We wanted to see whether this would look good so I went and made a custom T-shirt with Finley’s amazing artwork and we all thought it would be something you’re always going to keep as a unique memory.
I created a mockup of the workshop event. It would be a workshop where people that are not necessarily artists can just relax and create some art with the festival’s artists and maybe learn from them. It would be nice for the artists to get to know the believers of their cause.
Esdras created this mockup to show how the contributors' name would be at the exhibition and feel like celebrities on the Hall of Fame.
The last thing we came up with is creating an Instagram filter to raise awareness of the festival and spread the message to as many people as possible. Gulshan created an AR filter in Spark:
Thank you for looking at our work!
