Quick Summary (TL;DR)
➡️ Problem: Each year, Facebook supports World Blood Donor Day, but the 2021 campaign needed a fresh, digital-first toolkit that acknowledged the realities of the COVID era while still inspiring people to donate.
➡️ Problem: Each year, Facebook supports World Blood Donor Day, but the 2021 campaign needed a fresh, digital-first toolkit that acknowledged the realities of the COVID era while still inspiring people to donate.
➡️ Role: I designed the 14-page eBook guide from concept to completion, defining the visual direction, layout, and tone for a global partner audience.
➡️ Solution: I created a full-screen, clean, accessible, and emotionally resonant eBook optimized for desktop viewing.
➡️ Impact: The campaign guide was well received by the Community team and partners for its clarity and sensitivity, setting a new creative standard for future awareness initiatives.
Keep reading for the full story behind my process and approach.
Intro/Background
Each year, Facebook’s Community Partnerships team supports "World Blood Donor Day" by creating campaign materials that encourage safe blood donation and community engagement. In 2021, I was part of the internal design team that produced a new digital toolkit for partners and organizations around the world.
Because this was during the height of the COVID-19 pandemic, the campaign’s tone needed to balance empathy with encouragement. The messaging reminded people that the need for blood donors continued despite the global crisis. The toolkit served as both a communication guide and a creative resource for partners to promote donation drives through social media and local outreach.
This cross-media case study explores an important question: How can Facebook, Inc. equip community leaders and nonprofits with scalable, modular design systems that work across multiple media while maintaining brand integrity?
The Problem
The Community Partnerships team needed a refreshed, modernized toolkit that could be shared digitally and used across different partner organizations. Previous materials were formatted for print or static PDFs, which limited their impact and accessibility in a screen-first world.
At the same time, the content had to deliver a sensitive message: encouraging blood donation during the height of the COVID-19 pandemic. The design needed to feel hopeful, human, and on-brand for Facebook’s voice of community and connection. With a short turnaround and limited review cycles, the solution had to be polished, functional, and visually engaging from the start.
❌ Messaging sensitivity: The topic required empathy and reassurance while staying aligned with brand tone.
❌ Limited production time: The project needed to be completed quickly with minimal iterations.
My Role
➡ Led creative and brand strategy
➡ Graphic Designer
➡ Responsible for visual design, layout, and production of the full eBook guide.
➡ Collaborated with the program manager for content alignment and approvals.
➡ Delivered all design and production assets independently within the short timeline.
➡ Tools used: Word, Photoshop, Illustrator, InDesign, Acrobat, Zoom
➡ Led creative and brand strategy
➡ Graphic Designer
➡ Responsible for visual design, layout, and production of the full eBook guide.
➡ Collaborated with the program manager for content alignment and approvals.
➡ Delivered all design and production assets independently within the short timeline.
➡ Tools used: Word, Photoshop, Illustrator, InDesign, Acrobat, Zoom
Extended contributions spanned social media ads (both static & animated), icon design, presentations, microsite, motion graphics, case study sheets, brochures, and guides.
Challenges + Learnings
The biggest challenge was the turnaround time. Like many internal design requests at Facebook, this project required a high level of precision under tight deadlines. There was no room for extended iteration, so I had to make fast, confident design decisions based on experience and intuition.
The biggest challenge was the turnaround time. Like many internal design requests at Facebook, this project required a high level of precision under tight deadlines. There was no room for extended iteration, so I had to make fast, confident design decisions based on experience and intuition.
Another challenge was striking the right emotional tone. One that acknowledged the global uncertainty of the pandemic while keeping the message positive and motivating. I learned how to lean on imagery, space, and typography to communicate emotion subtly, without relying on heavy messaging.
Impact/Results
✅ Successfully launched and distributed to global partners via Facebook’s Community website
✅ 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 became a reference for later campaign assets.
✅ Strengthened trust and credibility within the Community team.
