Creative Compassion

Creative Compassion is a campaign created to promote The Good Trade which is a sustainable lifestyle brand. My team designed this campaign through the lens of safety and security.

The goal was to get older millennials interested in sustainable lifestyles to buy from The Good Trade by promoting engagement with products and artists in need in order to develop financial stability for the brand and its benefactors.

We developed three specific customer personas and journey maps they would take in their respective countries. We created five media channels for the campaign to cover. These channels included social media, a website marketplace, experiential exhibit, YouTube video series, and outdoor kiosk.

The research and strategy was a collaborative effort. My primary role was to be the wordsmith and make sure our story was relatable and personable. I also presented the pitch to our colleagues.