Heifer International
Family Traditions Campaign
Role: Art Direction, Campaign Design, Illustration
Deliverables: Direct Mail + Premium Design
October 2025
Start a Tradition. Feed a Family.
Giving is a family tradition.
Donor insights revealed that family and generosity resonated most, creating an opportunity to position giving as a tradition passed from one generation to the next.
I translated that insight into a visual system rooted in warmth and nostalgia, using a holiday palette, hand-drawn characters, and festive motifs to evoke the feeling of a family keepsake rather than a fundraising appeal.
Mailed to 381,000 donors nationwide, the campaign generated $306,700 in one-time gifts and was selected for a repeat mailing in 2026.
A gift that stays on the counter.
The mug served as a thank-you gift, keeping Heifer's mission present in donors' homes long after the holiday season.