Feeding America Brand & Campaign Design

A research-driven UX + visual identity case study translating a nonprofit mission into a scalable brand and campaign system. This work demonstrates a full UX-to-visual pipeline—research synthesis → concept iteration → design rationale → campaign-ready execution.

Outcome: A recognizable identity and campaign direction grounded in systems thinking and empathy-driven research. Explore the full end-to-end process in the gallery below (all pages included).

Project Sections

Section 1

Research & Discovery

  • Secondary research + systems analysis to understand Feeding America’s mission, goals, stakeholders, and ecosystem.
  • Reviewed how hunger-relief networks operate at scale (donors, volunteers, partners, recipients) and the role of trust + transparency.
  • Compared related nonprofit patterns (e.g., logistics, volunteer engagement, sustainability constraints) to identify shared design needs.
  • Synthesized key tensions the brand must communicate: trust, scale, empathy, visibility, and mission clarity.
Section 2

UX Methods & Design Process

  • Stakeholder + ecosystem mapping to clarify relationships and influence across the nonprofit system.
  • Empathy mapping to capture emotional, social, and practical needs in food-insecurity contexts.
  • Mind mapping + sensemaking to turn research into design themes (community support, national reach, sustainability).
  • Mood boards + visual exploration to define tone, palette directions, and emotional cues.
  • Iterative sketching (hand sketches → digital drafts → refined concepts) supported by critique and alignment checks.
  • Kept decisions research-grounded and defensible—not preference-based.
Section 3

Visual Identity & Campaign Design

  • Designed an identity combining national symbolism with human-centered meaning.
  • American flag elements communicate national reach, shared responsibility, and policy-level impact.
  • Wheat symbolism represents nourishment, agriculture, growth, and long-term sustenance.
  • Created a form optimized for recognizability + scalability across digital, print, and social formats.
  • Developed campaign direction and layout explorations (posters, billboards, social) to support consistent messaging.
Section 4

Tools & Skills

Methods & Skills

  • UX research synthesis
  • Systems thinking
  • Stakeholder analysis
  • Empathy mapping
  • Visual storytelling
  • Iterative concept development
  • Design rationale & communication

Tools

  • Adobe Illustrator — logo design, vector refinement
  • Adobe Photoshop — mood boards, image composition
  • Adobe XD — layout exploration & presentation flows

Project Gallery

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Feeding America project slide 1
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