USING STORYTELLING AND DESIGN TO STRENGTHEN DONOR ENGAGEMENT
I developed a creative proposal for a donor recognition installation at the Health Sciences Centre, designed to publicly recognize donor contributions while creating a meaningful and engaging experience for patients, families, staff and visitors. The concept combined brand storytelling, environmental design, content development and creative direction to transform donor recognition from a static display into an ongoing storytelling experience focused on the real-world impact of contributions.
THE OPPORTUNITY
The Health Sciences Centre had an opportunity to create a more meaningful way to recognize the individuals and organizations whose contributions supported the facility. Rather than simply displaying donor names, the proposal explored how stories of donor impact could create a stronger emotional connection between contributors, the organization and the wider community.
The installation needed to work within a public healthcare environment while remaining visually engaging, respectful and consistent with the Health Sciences Centre brand.
THE CREATIVE STRATEGY
I developed a concept centered around a freestanding water wall with rotating LED lighting using the Health Sciences Centre's brand colours. The water element was intended to create a calming and reflective focal point within the facility, while the changing lighting provided a dynamic visual element without overwhelming the surrounding environment.
The installation was designed to become more than a static piece of signage. It would provide an adaptable platform for telling different stories of donor impact over time.
DONOR STORYTELLING
A key component of the concept was a series of changeable printed vinyl panels featuring stories about the impact of donor contributions. Rather than focusing solely on names and amounts, the content would demonstrate how donations contributed to real-world outcomes and experiences. This approach was intended to humanize donor contributions and help visitors understand the difference that community support could make. The rotating content also meant the installation could remain relevant over time without requiring the entire structure to be redesigned.
COMMUNITY ENGAGEMENT
The intended audience extended beyond donors themselves. The installation was designed to engage:
• Patients
• Families
• Staff
• Donors
• Visitors
• The wider community
• Families
• Staff
• Donors
• Visitors
• The wider community
By making donor stories visible within the facility, the concept aimed to create a stronger sense of community, appreciation and shared contribution. It also provided an opportunity for donors to see their support represented in a meaningful and highly visible way.
BRAND & CREATIVE DIRECTION
I led the art direction, concept development and brand identity application, ensuring the proposed installation aligned with the Health Sciences Centre's visual identity. The design balanced a strong visual presence with the need for a calm and appropriate environment. The proposal also considered cost efficiency by using replaceable content panels rather than creating a completely new installation each time donor stories needed to be updated.
MY ROLE
CREATIVE STRATEGY
Developed the overall concept and approach to donor recognition.
Developed the overall concept and approach to donor recognition.
BRAND STORYTELLING
Created a framework for communicating the real-world impact of donor contributions.
Created a framework for communicating the real-world impact of donor contributions.
CREATIVE DIRECTION
Led the visual concept and overall design direction.
Led the visual concept and overall design direction.
CONTENT DEVELOPMENT
Developed the approach for rotating donor stories and supporting content.
Developed the approach for rotating donor stories and supporting content.
BRAND IDENTITY
Applied the Health Sciences Centre's visual identity throughout the proposed installation.
Applied the Health Sciences Centre's visual identity throughout the proposed installation.
CONCEPT DEVELOPMENT
Developed the water wall, lighting and interchangeable content panel concept.
Developed the water wall, lighting and interchangeable content panel concept.
PROJECT PLANNING
Considered the practical requirements and ongoing content updates associated with the installation.
Considered the practical requirements and ongoing content updates associated with the installation.
THE OUTCOME
The proposal presented the Health Sciences Centre with a flexible and visually engaging approach to donor recognition, combining physical design with ongoing storytelling. The concept provided a way to recognize donor contributions while communicating their broader impact to patients, families, staff and the community. As this was a proposal rather than an implemented campaign, there were no formal performance metrics or analytics associated with the project. Its intended measures of success would have included qualitative feedback, donor engagement and community response.
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