UNCF was looking to launch a capital campaign with a goal of raising $1 billion within the next five years. I was tasked with helping develop several concepts for the RFP. The only direction we had was the campaign slogan, “From a moment to a movement.” I wanted to give a nod to the UNCF logo which depicts a torch and convey the motion of the motto in the logo. I created an abstract spark and zigzag motif to symbolize this, that could also be used as a graphic element in various campaign elements. Ultimately, Leff was granted the project.
I wanted the color scheme to be bold and energetic to match the slogan while also holding significance. I took the gold from UNCF’s flame in their logo and selected a bright blue to allude to the torch. The red, green, and black are used for Black History Month (along with gold) and in the Pan-African flag, which symbolizes Black liberation, unity and collectiveness. I made the red a bit more orange to bring in the orange color from the logo’s flame.
Below are some examples of how the campaign could manifest in different types of collateral.
