United Way of Central AL


United Way came to Luckie & Co. to create their new campaign for 2015. After we chose our theme of Why I Give, as the designer/art director, I felt it important to truly highlight these quotes and people who said them in an emotional and almost cinematic way. The slightly desaturated photography and use of the teal green gave a modern, rich and empathetic feel to the campaign as a whole. We traveled throughout Central Alabama to photograph each of the eight participants in their workplace or home.

The idea of the flag came to me when considering what United Way stands for: standing united in our communities. Just as the American flag symbolizes unity within our country, this teal flag would symbolize the unity of the people in the community who choose to give back. The goal in mind was to remind our community that everyone has a reason to give, and evoke each one to think of theirs.

This multi-faceted campaign included everything from digital
to print to outdoor advertising, including numerous corporate and consumer email templates, and various other materials.









United Way of Central AL

Art Director, Designer


Andy Odum

Hugh Hunter

John Hunter

Bo Rumbley


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