Legacy

Overview

The Annual Legacy Campaign is a cornerstone initiative for The Well, designed to inspire generosity and long-term investment in the church’s vision and future. As Creative Director, I was responsible for leading the campaign's creative strategy—translating vision into a unified, engaging, and actionable message that mobilized the community.

The Challenge

Legacy is not just about fundraising—it’s about communicating purpose and future impact in a way that deeply resonates with individuals and families. The key challenge was to shape a compelling narrative that honored past contributions while casting a bold, clear vision for the future. Every touchpoint of the campaign needed to reflect this mission and invite meaningful participation.

Strategy & Execution

My approach was rooted in clarity, creativity, and consistency across all components of the campaign:

• Narrative & Messaging
  Developed a clear and emotionally resonant campaign story focused on lasting impact, community legacy, and the power of collective generosity.

• Promotional Materials
  Oversaw the design and production of a suite of print and digital assets—including brochures, video content, social media graphics, and giving guides—to build momentum and engagement.

• Campaign Branding
  Led the visual direction for the campaign, ensuring alignment with The Well’s broader brand while introducing distinct visual cues that elevated the importance of Legacy.

• Event Direction
  Coordinated a high-impact Legacy event that served as the campaign launch, uniting storytelling, visual media, and strategic communication to drive participation and vision buy-in.

Outcome

The campaign successfully unified The Well’s community around a shared purpose—building a foundation for long-term mission and ministry. Engagement was strong across platforms, and the Legacy event served as a rallying point that energized giving and vision alignment.

Beyond metrics, the campaign fostered a renewed sense of ownership and generational impact, reinforcing the idea that Legacy is not just a moment—it’s a movement.