Investigative Journalism Fund
Role
Lead designer
Duration
2018 - 2022
Company
The Seattle Times
Primary programs
Adobe PS / ID / AI / AE
OVERVIEW
The Seattle Times Investigative Journalism Fund
The Seattle Times Investigative Journalism Fund was established in 2018 to support the Investigative team and their mission to uncover injustices, hold power accountable and drive change in our community. When the fund was first presented, the initiative did not have a distinct look and feel; that’s where I came in.
I helped to establish the branding for the fundraising project, which has evolved as the initiative has grown. We wanted to create The Investigative Journalism Fund needed to have a unique feel but still adhere to The Seattle Times brand guidelines, conveying a sense of trust and gravitas.
Over the years the branding has grown. Through the fund and fundraising campaigns, our generous donors have pitched in over $2 million to support crucial investigative journalism.
BACKGROUND
Challenges
Identity Challenge
Needed a distinct, recognizable identity conveying trust, professionalism, and seriousness while aligning with The Seattle Times' brand
Digital Presence
Required a user-friendly website to communicate the fund's purpose effectively
Donation Strategy
Needed promotional materials designed to drive donations for investigative journalism work
THE PROCESS
Invitation first
One day my CD came to me with a request from the president and public engagement director for an event invitation. This was for a special group of the newspaper’s biggest donors so the invite had to be something special. Little did i know that this invitation was going to be seed that grows into the newspaper’s important initiatives.
I began by creating the brand identity for the fund, starting with an invitation for a key fundraising event that introduced the fund to high impact donors.
The trifold design set the tone for the visual language—clean, professional, and impactful. This design became the springboard for all other materials.
RESULTS
Website
The first IJF website launched in 2018, offering potential donors a clear, user-friendly way to learn about the fund and contribute. The site emphasized simplicity and accessibility, focusing on telling the IJF story and encouraging action.
A responsive website was crucial
The IJF site was a single responsive page
In 2021, we revisited the IJF branding and website to better highlight the investigative team and drive engagement. The updated design made the purpose of the fund clearer and provided a stronger platform for storytelling, helping to connect donors to the impact of their contributions. With an established team, we now wanted to highlight the reporters and researchers that were working on such important journalism.
Updates made were:
Expanded quotes from the IJF team
Team bios
Updated reporting
Collapsible donor list sections
A WHOLE PACKAGE
Expansion & evolution
While the invitation set the tone and feel for the brand, there were a lot to do to create the full identity for the Seattle Times Investigative Fund. Overall, I created a full identity with numerous deliverables that included:
Event invitations
A trifold invitation that set the visual foundation, featuring a clean layout and compelling messaging to attract donors.
Website
A responsive, user-friendly platform that clearly communicated the IJF’s mission while making it easy for donors to contribute.
Print marketing
Posters, brochures, flyers, newspaper advertisements and other collateral that extended the IJF brand into physical spaces, supporting fundraising campaigns.
One Story print campaign full page
Brochure interior spread
One Story print campaign quarter page
IJF team twitter card introductions
Donation drive email
Event invitation
Event poster
IMPACT
Community impact
Over $2 million in donations the first year
Since its launch, the IJF has raised over $2 million, enabling The Seattle Times to expand and continue its investigative journalism efforts. To date there have been 2,000 individual donations.
Legislative impact
The investigations by the fund’s journalist have shed light on crucial issues to the community. Laws have been passed, health concerns brought to attention and addressed, protection of nature and wildlife, and spurred more interest in public safety and protection of the vulnerable.
Increased visibility and credibility
Through cohesive branding and strategic design, the fund has strengthened its connection with donors, increased its visibility, and reinforced the importance of its mission in the community.
LOOKING BACK
Project reflection
I found this project to be very rewarding opportunity that gave me the chance to combine thoughtful design with a mission- driven cause, supporting journalism that truly makes a difference in my community.