The “ENGINEERED FOR TIDE-TURNERS” master brand campaign positions Blackbaud as the hands-down “leader for leaders” in the social good space and creates a sense of urgency and desire for customers and prospects to join the world’s best changemakers. The campaign promotes the overall brand and centers on the main message of “those who are changing the world at the greatest scale are powered by Blackbaud.”
This campaign is huge for Blackbaud marketing as it’s the very first time an over-arching brand campaign has been done in years; the first time at my time at the company. I created all of the illustrations for this campaign and created the templates that are cascaded down across the team members.
Our real customers are the heroes of this campaign, and we want to celebrate their accomplishments. To do this, headlines call attention to their various world-rocking leadership qualities. Some of these include: IMAGINATION-SPARKERS, TOMORROW-MAKERS, MISSION-MAPPERS, and CURIOSITY-QUENCHERS. Professional photography and hand-drawn elements create an imaginative environment that illustrates the leadership headline and demonstrates that our customers have a direct impact in creating the future their organization envisions. Headlines are general enough to be used in any of the markets Blackbaud serves—higher education, healthcare, K–12, arts and cultural, etc.—and for various competencies—fundraising, marketing, finance, etc. The tone is bold and overt in positioning that our customers are leading social good—and that they’re doing it with help from our solutions specifically engineered for them.
Initial Comp Exploration
First Print Ad
Iterations across the various verticals:
More digital assets can be found here.