The Compassion Experience provides an opportunity for people to experience a child's life in poverty through a semi-truck filled with interactive story rooms and an immersive audio story. At the end of the experience, there is an opportunity to sponsor a child in the Compassion program.
While this experience is launching in April 2025, the Compassion Experience is a historically beloved event for the organization and has been brought back and refreshed after being retired for five years.
My role was to lead and develop the creative for the experience including the visual identity, truck wrap and interior graphics, assessing and improving past audio and story room content, improve the overall audience journey through each stage of the event, and develop promotional content and marketing toolkits to equip other teams within the organization to help promote the experience.
Visual Identity
The creative theme for the Compassion Experience is: More Hope Than Poverty
More hope than poverty starts to hint to the audience to shift their perspective towards poverty. Poverty is a big, hard problem that people often don’t want to engage in. However, believers are called to shift their outlook to hope, the kind of hope that only Jesus can bring. When we view poverty through a lens of hope, and shift our perspective to what we can do, we are inviting God in to change everything.
Yellow Thread
The yellow thread is used as a visual device for the theme representing hope in many different ways.
Visual Guidelines
To equip our internal workforce and external vendors, I developed a visual guidelines document for the experience so that any marketing and event collateral would have a cohesive identity.
Pitch Deck
In order to host the Compassion Experience, relationship managers from Compassion must first pitch the experience to church pastors and get them to sign up to host the experience at their church. I created this deck to help guide relationship manager's conversations with pastors.
Paid Digital Ads
To promote the first scheduled event, I created a conceptual ad representing the transformation out of poverty, and a video ad utilizing past video of the event experience so that we could test different creative to see which drove the most event sign-ups.
Event Promotion Templates
I also created social media templates to equip businesses and influencers in the community where the Compassion Experience truck travels to.
Experiential, Display, and Truck Wrap Design
