brand identity, brand management, digital strategy, campaign & creative, annual reports, environmental
MAXCO’s goal was to unite a fractured ecosystem of fundraising divisions at a hospital where private donation is critical to the institution’s survival. To do this MAXCO needed to be wayfinding to ensure the campaign was impactful, engaging and experience-friendly.
By making the process of donating, direct, public, meaningful and personal MAXCO transformed the customer experience of donating to this much-loved institution. Share Some Love was a beautifully designed ‘Wall Of Love’ that popped up on site at the Westmead facility with several interactive features to encourage donation. Share Some Love attracted the interest of passing traffic at the hospital, where visitors could purchase a heart and donate their desired amount to an actual person at the hospital. i.e. $10 to Nurse Lucy.
By personalising the process of donation Westmead Medical Research Foundation significantly improved its fundraising efforts year-on-year. The increase allowed them to purchase new equipment and perform critical maintenance work. More importantly, it modernised and socialised the process of giving, by making the experience meaningful, interactive and flawlessly enabled by creative technologies.