Project overview:
Capstone Project: Non-Profit Awareness Campaign Design
Client: Canadian Baseball Hall of Fame and Museum
Client: Canadian Baseball Hall of Fame and Museum
Role: Branding, Campaign Design, Motion Design, Social Media Strategy
This capstone project was developed as part of an awareness initiative for a non-profit organization — The Canadian Baseball Hall of Fame and Museum — to mark their 30-Year Anniversary. The objective was to create a bold and engaging campaign that would resonate with a modern audience while celebrating three decades of baseball heritage.
The core campaign message, the campaign slogan "Swing for History" served as a rallying call — merging the museum’s rich legacy with a contemporary design language that speaks to both tradition and youth culture, inviting the audience to actively participate in preserving the legacy of Canadian baseball.
The campaign spanned across:
• A complete visual identity system (logos, stationery, and official branding)
• A motion graphics promotional video
• Social media marketing assets for TikTok, Instagram, Facebook, and Twitter
• A unified tone of voice, integrating design with story-driven messaging
The project also focused on strategic visual storytelling and multi-platform engagement, particularly through TikTok and social media, to:
• Generate buzz around the upcoming anniversary
• Connect with a younger, digitally native demographic
• Reframe the organization’s perception through fresh, energetic visuals
• Drive donations, increase memberships, and expand national visibility
Design Process:
Every design decision aimed to bridge nostalgia with a vibrant contemporary energy. The visual identity leveraged action-packed imagery, dynamic motion cues, and contrasting overlays to create a sense of movement and impact — reminiscent of the very sport being honoured.
- Research & Discovery
• Studied the organization’s history, existing brand assets, and anniversary goals
• Identified target audience groups (youth, sports fans, donors)
• Analyzed trends on TikTok and similar campaigns for insight into engagement styles
- Concept Development
• Developed the key campaign message "Swing for History" to symbolize both the action of baseball and the significance of commemorating history
• Created visual sketches and moodboards focused on energy, movement, and boldness
• Selected a vibrant red/blue color palette to invoke passion, trust, and action
- Visual Design
• Designed a high-impact visual language using layered photography, bold typography, and playful graphics like crosses and directional lines
• Emphasized motion and energy using diagonal layouts and overlapping elements
• Used Adobe Illustrator and Photoshop to craft clean, scalable vector assets
- Design Execution
• Built layered digital compositions using Adobe Illustrator, Photoshop, and InDesign
• Applied cutout photography and high-contrast silhouettes to add depth and motion
• Integrated modern graphic elements (e.g. crosses, arrows, dashed lines) to resemble gameplay strategy and add visual rhythm
• Prioritized legibility and brand consistency across assets
- Animation & Motion Design
• Developed an animated promo video to expand the campaign’s storytelling and engagement
• Used dynamic transitions, kinetic typography, and action footage to highlight the energy of the campaign
• Reinforced brand elements like the logo, color palette, and slogan through motion rhythm and pacing
• Designed with social media viewing formats in mind (landscape and vertical versions)