LIPU runs dozens of campaigns throughout the year (5x1000, anti-hunting initiatives, civic service recruitment, and many more) spread across five different platforms. Each one had its own visual language, and the accounts didn't feel like they belonged to the same organization. The goal was to unify that voice across the full calendar of activity, and at the same time grow a community willing to support the 5x1000 campaign specifically.

Anti-hunting campaigns brought a different kind of challenge: they consistently drew hostile, sometimes aggressive comments and moderating that discourse became a real part of running these campaigns.

I brought visual consistency across the entire campaign calendar and all the channels, so whatever LIPU was running that month would still read as coming from the same place. Instagram, which had gone fairly quiet, was the channel I focused on rebuilding over the past year.

Unified the visual identity across Facebook, Instagram, LinkedIn, YouTube and X, applied consistently to every campaign LIPU runs during the year

Coordinated campaign communication for 5x1000, anti-hunting initiatives, civic service recruitment, and the many other initiatives LIPU runs throughout the year

Relaunched and rebuilt the Instagram strategy after a period of inactivity

Moderated comments on anti-hunting campaigns, managing hostile reactions while keeping the conversation open

Facebook remains the main channel, with a community of 180,643 followers. Instagram, picked back up over the last year, has grown to 12,300 followers.