Hidden Helpers Marketing Campaign
The Hidden Helpers Program was created by the Elizabeth Dole Foundation. Its mission is to support the children of wounded veterans who help care for their parents. I was brought in to design a fresh, kid-friendly logo and style system. This new look had to fit perfectly next to the foundation's main Hidden Heroes brand. Since we launched it, I have kept designing online marketing materials for their big events, contests, and community projects.
Matching Brand Looks: Creating a fun logo for kids that still matches the style of a large, well-known organization.
Clear Marketing Layouts: Designing online materials that are easy to read and show people exactly where to click to join in.
White House Support: Creating high-quality designs for a program that First Lady Jill Biden openly supported to help military families.
Role: Lead Designer
Project Type: Program Branding
Year: 2021
Team: 1 Designer & the Marketing & Communications Team from EDF
Task & Action
The main challenge was to make a logo that felt welcoming to kids and teenagers from ages 5 to 18, but still looked clean and professional. To do this, I made a text-based wordmark logo using the color purple. Purple is important because it is the official color used to honor military children. I focused on making the logo simple so it could sit right next to the foundation’s main logo without looking messy.
After the logo was done, my job shifted to making marketing materials to keep people excited about the program. I designed assets for several online events and fundraising challenges. In every design, I focused on picking great pictures of real families and making the "join now" or "donate" buttons stand out clearly so users always knew what to do next.
Project Results
The new Hidden Helpers design helped the program get a lot of positive attention across the country. Many public and private groups stepped up to support the cause. Because the design system was so simple and organized, our team was able to quickly create new graphics over a multi-year timeline without losing our clean look or breaking any web accessibility rules.
Recommendation
“Bethany is a fantastic creative collaborator and visual storyteller who I worked frequently with during my time at the Elizabeth Dole Foundation. Bethany offered insightful ideas and produced high-quality deliverables which were always in time with our deadlines. Her beautiful and impact designs strengthened the ways in which we reached military and veteran caregivers and helped share their stories.
— Lauryn Cantrell, formally EDF Communications Manager