Maker 100
Verizon Media | 2018ROLE: ART DIRECTOR / LEAD DESIGNER
CLIENT: TIAA
PUBLISHER: HUFFPOST
TIAA partnered with HuffPost to launch the TIAA Difference Maker 100, a campaign celebrating individuals in the nonprofit sector by awarding grants to 100 honorees. In addition to driving awareness on HuffPost with branded content, we designed and updated a custom off-platform microsite to facilitate user submissions and showcase the honorees throughout the campaign's various phases.
Difference Maker 100: Call for Entries Microsite
CLIENT ASK: TIAA needed to field enough submissions from the nonprofit community to find 100 deserving grant honorees.
USER INSIGHTS:Members of nonprofit communities sought a way to drive awareness of their industry’s work.
SOLUTION:We created an off-platform microsite where HuffPost users could learn about the “Difference Maker 100” campaign, nominate themselves and others for a grant, or share the campaign with their peers.
Difference Maker 100: Honorees Microsite
CLIENT ASK:
TIAA needed to re-engage its campaign’s audience after the submission process was closed.
USER INSIGHTS:
HuffPost readers were interested in hearing inspiring stories of real people doing uplifting work in their communities.
SOLUTION:
Following the submission deadline, we redesigned the microsite as a hub for the “Difference Maker 100” video and article series, spotlighting nonprofit contributors across the country. Then, once the grants were announced, we showcased all 100 honorees in an interactive gallery, allowing users to search by name or filter by sector.
Difference Maker 100: Honorees Interactive Map
CLIENT ASK:
Now that there were 100 new stories to share, how could TIAA tell all their stories in a fresh, approachable way?
USER INSIGHTS:
With so many honorees, HuffPost readers needed a way to find the stories that resonated with them.
SOLUTION:
Following the announcement, we launched a custom interactive map featuring short, digestible bios of each honoree. This map enabled users to explore the stories organically through clickable hot spots and narrow down the results by categories and locations.