Friends of Hendricks Park

Art Direction, Design, Strategy

For my undergraduate thesis, I designed a full rebrand and fundraising campaign for Friends of Hendricks Park, a nonprofit in Eugene, Oregon responsible for stewardship and restoration of the city’s oldest park. As part of the thesis, I dove deep into research on color theory, typography, what motivates individuals to donate to nonprofit organizations, and which audiences are most likely to make a donation. I then utilized the research to inform my design and strategy decisions throughout the creative pieces of the project.