The Emily Cares Student Emergency Fund is an innovative community outreach program designed to support students of Emily Carr University. For its inception and launch, I had to create an identity that was easily recognizable and iconic. It also had to be versatile enough so that it could be used across a multitude of mediums, from tote bags, stickers, buttons, posters, social media and web. I came up with a heart shape composed of both negative and positive space, as it encompassed what the campaign was about: those in need and those who can give and help students.

For the aesthetics I used a hue of ECU's brand colour pink as the primary colour for the campaign, as pink is psychologically proven to be a soothing and calming colour and personifies compassion. I also used hues of the two greens of ECU's primary brand colour palette for additional collateral like buttons etc, so that the collateral had a strong adherence to the branding of the university.

Emily Cares Supports Student Wellness. A video campaign utilizing the Oasis Garden at the university with a focus on student wellness was also a part of the campaign, to showcase how proceeds help the university help the students and part of the student wellness initiative that this campaign supports.

This was a 360° campaign incorporating video, social media posts, a mail-out campaign, and an email campaign via MailChimp. In addition, we created an Emily Cares backdrop/selfie wall for various university-hosted events to raise awareness for the campaign. Buttons and tote bags were also distributed to supporters and used to promote the campaign at university events.

Emily Carr University of Art + Design