AMERICORPSConnecting People to Their Purpose
Volunteerism in the U.S. had dropped to an all-time low, with only 34% of Americans aware of AmeriCorps. To shift the narrative, AmeriCorps needed to make service feel urgent, personal, and purposeful.
By building a cohesive brand platform, showing the real people and communities transformed through volunteerism, and developing a flexible messaging framework and identity system that positioned them as a connected, people-first network, I was able to help make AmeriCorps seen and felt as an organization with purpose and human impact at its core.
Created 2024-2025 with Fors Marsh
Executive Creative Director - Russell Hayer
Creative Director - Angela Devlin
Associate Creative Director - Cassie Deogracia
Associate Design Director - Bianca Paulk
Graphic Designer - Dominique Davis
Copywriting - Matt Namey
Animation Production - Passion Pictures
Video Production - Frame
Through project showcase videos and digital and out-of-home advertising, we helped AmeriCorps raise their profile, leading to 1.5+ billion media impressions, a 844% increase in website traffic, and a 63% increase in applications for AmeriCorps NCCC, helping them build more resilient communities, support young adults in finding meaningful careers, and assist older adults in leaving a lasting legacy.
I had many roles in this project - from art directing photoshoots and video productions, including the two featured above, co- leading animation style and direction, and playing an active part in the refreshed messaging and visual direction for the organization, helping establish a strong brand tone and relatable presence.