I created a comprehensive 64-page PDF document as part of my design portfolio. This portfolio showcases a refreshed brand and visual identity, an integrated multichannel marketing campaign, and a detailed social media and marketing strategy. Additionally, it includes examples of merchandise designs to demonstrate how the branding elements are applied across various mediums. Instead of simply posting images, this document offers an in-depth and structured presentation of my design work, highlighting the thought process, creativity, and strategic approach behind each element.
A refreshed brand & visual identity
A refreshed brand and visual identity for Welcome House begins by understanding the essence of branding and visual identity. Branding is the strategic process of defining an organization’s mission, values, and goals to create a cohesive and memorable identity, while visual identity translates this into tangible design elements like logos, colors, typography, and imagery that visually communicate the organization’s essence. To establish a clear and meaningful foundation, I started with an “About Us” page for Welcome House, providing readers with a comprehensive understanding of the charity’s purpose and the critical role it plays in supporting refugees and asylum seekers. Following this, I outlined the organization’s mission, which focuses on providing safety, care, and opportunities for integration, and its core values of respect, compassion, empowerment, and collaboration. The brand message emphasizes Welcome House as a place of care, hope, and transformation, while the brand’s touchpoints include a strong online presence through a website and social media platforms like Facebook, Twitter, and Instagram. The tone of voice remains warm, inclusive, compassionate, and hopeful, focusing on storytelling and transformation to inspire and engage its audience.
Moving into the visual identity, I began by sketching logo ideas as the initial stage of development. The final logo design reflects the charity’s mission through a thoughtful combination of an open door, symbolizing opportunity, and a heart, representing compassion. I explored a color palette that balances teal for trust and safety, yellow for hope and optimism, and deep purple for inclusivity and depth. Typography research led me to select Montserrat for headings, giving the design a modern and professional look, and Roboto for body text due to its readability and versatility. The logo design process culminated in a finalized version with variations to suit different applications, including black-and-white formats, favicon designs for digital use, and clear space guidelines to ensure proper usage. I also documented examples of correct logo positioning and misuse to maintain design integrity.
The refreshed visual identity extends into a consistent color palette applied across all materials, reflecting the charity’s values and mission. Photography plays a key role in storytelling, with the logo seamlessly integrated into imagery to create cohesive and emotionally impactful visuals. Patterns derived from the logo were developed for use in clothing and print materials, reinforcing brand recognition. The brand’s identity further comes to life through thoughtfully designed stationery, including business cards, stickers, lanyards, binders, and letterheads, alongside inclusive billboard designs in multiple languages to reflect the diversity of the community served. This refreshed brand and visual identity for Welcome House create a strong, cohesive representation of its mission and values, ensuring the organization resonates with its audience while fostering trust, connection, and inclusivity.
Integrated multichannel marketing campaign
An integrated marketing campaign effectively combines multiple channels—content, email, display advertisements, and social media—to deliver a consistent message to a specific audience. By aligning messaging across these platforms, the campaign ensures maximum reach and impact. Content marketing builds awareness through compelling blog posts, videos, and infographics that educate and inspire. Email campaigns nurture relationships with tailored messaging, driving actions like donations or sign-ups. Display ads amplify visibility, strategically placed on high-traffic websites to target the right audience. Social media engages users with interactive posts, hashtags, and emotional stories, fostering community involvement. Together, these channels work seamlessly to reinforce the core message, ensuring it resonates with the audience and drives measurable results.
Core Campaign Message for “Run for Refugees 2025”:
“Step by Step, We Build a Future”
The “Run for Refugees 2025” campaign focuses on the idea that every step we take brings refugees closer to a brighter future. This message highlights the journey of rebuilding lives and communities, emphasizing that progress happen one step at a time. Through participation and support, the campaign inspires individuals to come together, raise awareness, and contribute to meaningful change. Each runner, donor, and supporter plays a vital role in helping refugees find stability, opportunity, and hope for tomorrow.
Key Objectives:
Raise awareness about Welcome House’s efforts to support refugees in Hull.
Drive donations, volunteers, and advocacy support.
Foster community engagement around refugee support.
Target Audience:
Demographics: Adults aged 25–55, socially conscious individuals, local Hull residents, and business owners.
Psychographics: Compassionate, community-driven, and motivated to create social change.
Channels Used: Primarily online platforms with offline components to reach Hull residents.
For my campaign, I designed a versatile main poster intended for both physical and digital purposes. The poster is tailored to function as a prominent advertisement, suitable for bus stop displays and social media posts. Its bold and visually appealing design incorporates key branding elements of Welcome House, such as the color palette, typography, and logo, ensuring consistency across all campaign materials. This unified approach enhances recognition and strengthens the campaign’s identity.
In addition, I created a sleeveless T-shirt design as wearable merchandise. This design not only promotes the campaign but also serves as a mobile advertisement, allowing participants and supporters to visibly express their commitment to the cause. By combining functionality with strong branding elements, the T-shirt becomes a powerful tool for raising awareness.
To expand outreach, I also designed an email advertisement aimed at directly connecting with potential supporters through their inboxes. This ensures the campaign reaches a broader audience and encourages participation, donations, and social sharing. To amplify the campaign’s visibility on social media, I utilized hashtags like #RunForRefugees2025 and #StepByStepFuture. These hashtags are designed to make the campaign more discoverable, encouraging conversations and helping to attract a wider audience across platforms.
Each design element, from the poster to the T-shirt and email campaign, has been carefully crafted to resonate with the target audience while promoting the campaign’s message. Together, these efforts aim to raise awareness, foster community engagement, and support Welcome House in its mission to create a brighter future for refugees.
Social Media & marketing
This blog is aimed at developing a Social Media & marketing for Welcome House. As someone deeply invested in this cause, I believe this strategy will play a crucial role in promoting our mission and values effectively.
Our target audience includes adults, volunteers, beneficiaries (asylum seekers and refugees), local communities, and partners who want to support Welcome House. To reach and engage these groups, platforms like Instagram, Facebook, LinkedIn, Twitter, TikTok, and email marketing will be incredibly effective.
Through these platforms, we can connect with a wider audience and share our story in a way that resonates. Visual content, like photos and videos, will allow us to showcase the transformative impact of Welcome House, while targeted advertising will help us reach potential supporters more efficiently.
For me, it’s about creating an authentic, heartfelt connection with everyone who interacts with Welcome House. Whether it’s a local volunteer inspired to give their time, a partner eager to collaborate, or a refugee finding a safe space for the first time, our online presence will ensure our message is clear and impactful.
By leveraging the power of social media and digital marketing, we can create a community of support that amplifies the voices of those we serve and helps Welcome House thrive. This strategy isn’t just about promotion—it’s about fostering relationships, building trust, and ensuring every individual who engages with us feels empowered to make a difference.
Analysis of current welcome house Facebook page
When I searched across different social media platforms, I found that Welcome House is only active on Facebook, which indicates a missed opportunity to expand its reach and engage with a wider audience. Facebook offers various interactive elements that can be powerful promotional tools, but the current use of the platform shows room for improvement. Starting with the profile picture, it is acceptable as it features the Welcome House logo, ensuring brand recognition. However, the cover photo—a group picture—lacks context, storytelling, or details, making it feel impersonal and less engaging. A cover page should make a strong first impression, and this one is not utilized effectively.
The posts on the page focus heavily on group photos, rather than impactful success stories, updates on projects, or information about campaigns. These group photos lack context and fail to connect followers to the organization’s mission. Additionally, some posters suffer from poor visual design, including inconsistent branding, colors, and typography, which reduces the professionalism and appeal of the page.
To improve, Welcome House should replace the cover photo with a high-quality, branded image that reflects its mission and tagline. The content strategy should shift towards meaningful posts like success stories, project updates, and calls to action, while ensuring visual consistency with proper branding, colors, and typography. Adding personal stories and clear calls to action can create an emotional connection with the audience. Expanding to other platforms like Instagram, Twitter, LinkedIn, and TikTok would further increase reach and engagement, allowing Welcome House to connect with more supporters and promote its mission more effectively.
Welcome House currently doesn’t have an official presence on Instagram, LinkedIn, Twitter, or TikTok, so I’ve decided to take the initiative and create these pages myself. While there are existing accounts with the name “Welcome House” on these platforms, I plan to ensure our pages stand out by maintaining the same branding style as our Facebook page. I want to keep everything consistent, from the profile picture and color palette to the tone of voice and overall visual identity. By aligning the style across all platforms, I aim to create a unified and recognizable presence for Welcome House. I believe this approach will help establish a stronger connection with our audience, no matter which platform they use.
I designed these posts to encourage donations during Christmas for Welcome House. I wanted to create something visually impactful and emotionally resonant. The warm, cheerful colors and the smiling faces aim to inspire generosity while reflecting the holiday spirit. For the design, I kept it simple yet engaging, focusing on the message of hope and kindness.
I created these posts with all social media platforms in mind, ensuring the design adapts well across Facebook, Twitter, and Instagram. By using consistent branding and a heartfelt call to action, like “Give the perfect gift this Christmas,” I hope to connect with people emotionally and motivate them to support this cause.
I chose yellow as the background color because it represents warmth, hope, and positivity, which align perfectly with the spirit of giving during Christmas and the mission of Welcome House. Yellow is also an eye-catching color that naturally draws attention, making the posts more likely to stand out in crowded social media feeds.
Examples of any merchandise where appropriate
When beginning the design concepts for the physical rebranding and merchandise in my marketing campaign, I believed that starting with practical and versatile items such as shirts, hoodies, and tote bags would be the most impactful approach. These items not only serve as everyday essentials but also act as mobile advertisements for Welcome House, spreading its message of hope and inclusivity wherever they are worn or used. By incorporating Welcome House’s core branding elements—such as its signature color palette, carefully chosen typography, distinctive logo, and custom patterns—the merchandise creates a cohesive and recognizable identity that reinforces the organization’s mission and values.
Merchandise plays a crucial role in helping Welcome House secure funding and increase awareness. By offering branded products, the organization can create a sustainable revenue stream through sales at events, online platforms, and community gatherings. Additionally, these items provide supporters with a tangible way to express their commitment to the cause, fostering a deeper emotional connection to Welcome House. Each shirt, hoodie, or tote bag purchased not only contributes directly to the organization’s funding but also helps to amplify its visibility, as these items become conversation starters and symbols of solidarity. The combination of thoughtful design and practical utility ensures that the merchandise not only strengthens the brand’s identity but also drives financial support, enabling Welcome House to continue its vital work of supporting refugees and asylum seekers.
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Video demonstrating your campaign.
To demonstrate my campaign, I created a minimalist yet impactful video using Adobe Express. The video is entirely text-based, with a strong focus on bold messaging and visual simplicity, making it perfect for social media platforms like Instagram Reels.
The video begins with the first slide displaying the question, “How do you run?” in bold typography, immediately capturing attention. The following slides carry the campaign’s core themes, each represented with a single powerful word: “For Hope,” “For Change,” “For a Brighter Future,” and “For Refugees.” The final slide concludes with the campaign hashtags, #RunForRefugees2025 and #StepByStepFuture, reinforcing the call to action and creating a memorable ending.
To add dynamism, I incorporated subtle text animations, ensuring the video feels modern and engaging while maintaining its minimalist aesthetic. This approach aligns with the campaign’s tone, making it accessible and appealing to a broad audience. By keeping the design clean and concise, the video is versatile and can easily be shared across various social media channels, amplifying the campaign’s reach and encouraging participation.
Reference List
Welcome House. (2024). Home – Welcome House. [online] Available at: https://welcomehousehull.org.uk/ [Accessed 5 Jan. 2025].
2..Unblast. (2023). your free resource. [online] Available at: https://unblast.com/download/2237/ [Accessed 5 Jan. 2025].
3. Mr.Mockup. (n.d.). PSD Mockups & Graphic Design Freebies. [online] Available at: https://mrmockup.com/.
4. University of East London. (2025). Resources on Refugee & Asylum Seeking Children. [online] Available at: https://www.uel.ac.uk/our-research/research-school-psychology/refugee-mental-health-wellbeing-portal/resource-centre/resources-refugee-asylum-seeking-children [Accessed 5 Jan. 2025].
5. Refugee Action (2021). Majority of women and children will be abandoned under new refugee rules – Refugee Action. [online] Refugee Action. Available at: https://www.refugee-action.org.uk/majority-of-women-and-children-would-be-abandoned-by-new-refugee-rules/ [Accessed 5 Jan. 2025].