Make Infinite Impact
project overview
The Arizona Charitable Tax Credit gives people an easy way to support nonprofits without increasing what they pay in taxes, but most people don't understand how it works or the impact it can have.
Our challenge was to shift the conversation away from tax benefits and toward the people whose lives are changed because someone chose to give.
client
St. Vincent de Paul
role
Art Director
As Art Director, I led the creative direction for the campaign from concept through execution.
Visual direction
Campaign assets
Photographed the campaign imagery
Print design
Digital design, including out-of-home placements
Tax credits aren't emotional.
People don't donate because they understand tax law. They donate because they connect with a story.
The challenge was creating a campaign that made the impact of giving feel immediate, personal, and real.
the challenge
the approach
Instead of leading with numbers, we led with people.
I photographed real St. Vincent de Paul clients and team members to tell authentic stories of resilience, hope and community. I wanted every image to feel genuine rather than staged. Instead of directing polished nonprofit portraits, I focused on capturing quiet moments of connection and resilience that reflected the humanity behind St. Vincent de Paul's mission.
The visual system paired documentary-style photography with bold typography and simple messaging, keeping the focus on the people behind the mission.
At every touchpoint, the goal remained the same: to make giving feel less like a transaction and more like an opportunity to change someone's life.
the results
The campaign helped St. Vincent de Paul drive meaningful engagement during the giving season while increasing awareness of the Arizona Charitable Tax Credit.
Results included:
13% increase in donations from November through December
6% increase in campaign revenue
10% increase in conversion rate
Improved click-through rates across display, native, and Facebook campaigns
how we got there
