Philanthropy Starts at 1
Creative Direction, Copywriting, Print, Animation
Calgary Foundation aims to inspire philanthropy, support the charitable sector and build a permanent endowment to address the current and future needs of people in our community.
The brief for their 2024 Annual Report was to help deliver messaging to their partners that no gift is too small, and that many incremental gifts can (and do) add up over time.
The concept was to treat philanthropy as a binary: you either give, or you don't. This outlook helped to inspire a delightfully straight-forward creative direction, stripping away the emotionality of gifting and opting instead for a more rational, almost scientific lens. The binary 0's and 1's formed the molecular basis of a language that everything could be built out of, from storytelling, to data, and even a land acknowledgement.
