The Campaign Proposition

MORE reframes Blackbaud from protagonist to enabler, built on a simple truth: "Everyone wants more out of you, but we are here to make more possible for you." The real heroes are nonprofit leaders, educators, fundraisers, and volunteers.

The Creative Platform

A craft-inspired visual language and origami symbolism humanise the technology, with a tone that acknowledges pressure while reinforcing pride and possibility. Designed as a flexible, multi-year platform, MORE spans storytelling, product activation, social, OOH, digital and physical experiences, adaptable by region but anchored by a single emotional proposition.

My Role

I led the creative concept and strategy, shaping the core idea, emotive proposition, tonal and visual direction. I also led the development of activation ideation with my team, ensuring all executions laddered back to a single, scalable creative platform.