Food rescue connects people who don’t have enough to eat with high-quality food that would otherwise end up in landfills, contributing to climate change. Organisations like Kaibosh run on community support, and my work here focused on building a brand Wellingtonians love.
After several years in graphic design, I joined Kaibosh because I wanted to work for an organisation that was helping people and the environment in a very real way. I couldn’t have asked for a better opportunity.
From my initial role managing Kaibosh’s diverse and dedicated volunteer team, I soon saw how my design skills could combine with marketing and communications to grow the goodwill Kaibosh already had into a brand that truly connected with the local community — individuals, social and environmental organisations, and businesses alike.
As well as delivering on Kaibosh’s ongoing marketing, communications, and design needs, my key projects included the following.
I redesigned and rewrote Kaibosh’s website, incorporating SEO, mobile responsiveness, and an improved online donation experience. As a not for profit, Kaibosh wanted a clean, bright, and easy to navigate website that would convey their credibility and professionalism to potential supporters and funders. This was achieved through a homepage that allowed them to showcase imagery and statistics about their work, and a simple layout that handles text well.
Make a Meal in May
Working with a shoestring budget, I developed and ran this multi-year marketing and fundraising campaign that significantly increased brand awareness and engagement, created a groundswell of community support, and tripled the funds raised from year one to year five.
This campaign was built around giving the Wellington community a chance to show their support and raise funds while getting together over a meal with their loved ones. I designed and developed all the campaign elements, as well as generating genuine and heartfelt interaction around Make a Meal in May on social media, and working with local media for engaging, on-message coverage.
This was an unusual and surprisingly successful fundraising campaign we pulled together in a very short time frame after earthquakes struck Wellington at the end of 2016, and Kaibosh was evacuated from its central city premises. The A-Peel aimed to raise funds in support of Kaibosh's move to a new site, while also putting a smile on the faces of Wellingtonians who were feeling shaky post-quakes.
The Kaibosh team hopped in their banana suits and spent the lead-up to Christmas giving away bananas at businesses and markets across Wellington as a way of generating donations. As with Make a Meal in May, I was responsible for all the campaign elements, social media, and working with media to tell the story and garner support.