Project Overview
Interactive PDF | Digital eBook Guide | Public Health Campaign Branding
Interactive PDF | Digital eBook Guide | Public Health Campaign Branding
Summary:
This case study covers a 14-page interactive digital eBook toolkit created for Facebook’s “World Blood Donor Day” campaign during the COVID-19 era. The project required a screen-optimized, accessible design that balanced empathy with optimism while maintaining brand alignment. The final toolkit provided global partners with scalable, on-brand assets to support community outreach during a uniquely sensitive time.
This case study covers a 14-page interactive digital eBook toolkit created for Facebook’s “World Blood Donor Day” campaign during the COVID-19 era. The project required a screen-optimized, accessible design that balanced empathy with optimism while maintaining brand alignment. The final toolkit provided global partners with scalable, on-brand assets to support community outreach during a uniquely sensitive time.
Key Points:
➡️ Led the creative direction, layout, and production of a 14-page digital toolkit used by global partner organizations.
➡️ Adapted Facebook’s brand identity to sensitive public-health messaging during COVID-19, ensuring tone and visuals were appropriately empathetic.
➡️ Delivered a desktop-optimized, full-screen eBook featuring clean typography, generous spacing, and an accessible, easy-to-read structure.
➡️ Developed modular layouts and reusable asset templates to support diverse partner needs across countries and communication channels.
➡️ Balanced empathetic messaging with an uplifting, community-focused tone aligned with Facebook’s brand values.
➡️ Ensured accessibility best practices and production quality despite tight timelines and limited stakeholder availability.
➡️ The toolkit was distributed globally and received strong internal feedback for clarity, style, and brand accuracy, and later served as a reference for similar initiatives.
➡️ Led the creative direction, layout, and production of a 14-page digital toolkit used by global partner organizations.
➡️ Adapted Facebook’s brand identity to sensitive public-health messaging during COVID-19, ensuring tone and visuals were appropriately empathetic.
➡️ Delivered a desktop-optimized, full-screen eBook featuring clean typography, generous spacing, and an accessible, easy-to-read structure.
➡️ Developed modular layouts and reusable asset templates to support diverse partner needs across countries and communication channels.
➡️ Balanced empathetic messaging with an uplifting, community-focused tone aligned with Facebook’s brand values.
➡️ Ensured accessibility best practices and production quality despite tight timelines and limited stakeholder availability.
➡️ The toolkit was distributed globally and received strong internal feedback for clarity, style, and brand accuracy, and later served as a reference for similar initiatives.
⬇️ Read the full story to see how it all came together. ⬇️
Intro / Background
Each year, Facebook’s Community Partnerships team supports “World Blood Donor Day” with creative materials that encourage blood donation and community engagement. I was part of the internal design team responsible for developing a new digital toolkit for global partners and organizations.
This campaign came at a delicate time. The COVID-19 pandemic had disrupted daily life, but the need for blood donations hadn’t gone away. The challenge was to craft a message that balanced empathy with optimism. It had to remind people that helping others was still possible and deeply needed.
The ebook served as both a creative guide and a communications tool. It gave partners ready-to-use visuals and templates for promoting donation drives across social media and local outreach.
This design case study asks a simple question:
How can thoughtful design help Facebook empower its partners with tools that balance empathy, clarity, and visual impact?
How can thoughtful design help Facebook empower its partners with tools that balance empathy, clarity, and visual impact?
The Problem
The Community Partnerships team needed a modern, digital-friendly toolkit that could be shared easily and used by different organizations around the world. Previous toolkits were designed for print or static PDFs, which didn’t translate well to today’s screen-first world.
At the same time, the message had to be handled carefully. Encouraging blood donation during a pandemic required warmth and reassurance, not pressure. The visuals had to feel positive, human, and aligned with Facebook’s message of connection.
And, like many internal Facebook projects, time was limited. There wasn’t much space for multiple revisions, so every decision had to land right the first time.
The key challenges or pain points were:
❌ Messaging sensitivity: The topic required empathy and reassurance while staying consistent with Facebook’s voice.
❌ Limited production time: The design needed to be final and on-brand with minimal iteration.
❌ Messaging sensitivity: The topic required empathy and reassurance while staying consistent with Facebook’s voice.
❌ Limited production time: The design needed to be final and on-brand with minimal iteration.
My Role
➡ Led creative direction and visual design
➡ Responsible for layout, color, typography, and production of the ebook
➡ Collaborated with the program manager for feedback and final approvals
➡ Delivered all assets independently within a short turnaround
➡ Tools used: Word, Photoshop, Illustrator, InDesign, Acrobat, Zoom
➡ Responsible for layout, color, typography, and production of the ebook
➡ Collaborated with the program manager for feedback and final approvals
➡ Delivered all assets independently within a short turnaround
➡ Tools used: Word, Photoshop, Illustrator, InDesign, Acrobat, Zoom
Beyond ebooks, my contributions extended to presentations, social media ads (both static & animated), icon design, microsites, webpages, motion graphics, case study sheets, brochures, and guides.
Challenges + Learnings
The biggest challenge was speed. Projects like this at Facebook often move fast and expect pixel-perfect results. There wasn’t time for extended exploration, so I had to rely on design instinct, experience, and attention to detail to get it right on the first pass.
Finding the right emotional tone was just as important. The visuals needed to communicate care and positivity without feeling heavy-handed. Every project, large or small, teaches you how much subtle choices, such as whitespace, typography, and color, can shape how people feel and engage with the product.
Impact + Results
✅ Successfully launched and distributed to global partners via Facebook’s Community website.
✅ The program manager praised the design for being fresh, clear, and on-brand.
✅ Though no metrics were provided, the toolkit strengthened trust and credibility.
✅ The program manager praised the design for being fresh, clear, and on-brand.
✅ Though no metrics were provided, the toolkit strengthened trust and credibility.
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