This masterbrand campaign was created in response to the COVID-19 pandemic. The concept RETHINK CHANGE centers on the idea that while change is constant and presents challenges that can be difficult to navigate, success depends on attitude and perseverance. It positions Blackbaud as the proven partner that can help its customers rethink change and see it as an opportunity to make a greater impact.
We wanted to communicate a message of reassurance and confidence within our traditional brand tone of human and humility. Our emotive copywriting leads with the bold command to RETHINK CHANGE and is paired with photography focused on hopeful, determined people. The motion-blurred background represents the rapidly changing world, while the main subject stands strong and confident in that change. The slanted headline treatment suggests a forward movement.
This creative works internally, externally, across media, globally, and across all markets Blackbaud serves.
Deliverables in this campaign included landing pages, digital and social ads, Nasdaq Tower application, and more.
Photography courtesy of Nasdaq, Inc.
We were given the opportunity to showcase the campaign on the Nasdaq Tower on #GivingTuesday 2020. The images rotated though--featuring our various customer markets--leading with the RETHINK CHANGE headline and accompanying outcome-focused copy.
