Dollar Club

In August 2024, we marked a major milestone – ten years of collective generosity through Dollar Club. The ten-year mark gave us an opportunity not just to celebrate the stories from history, but to elevate future opportunities. The original, more casual brand gave way to a refined, intentional system; one that felt more mature yet still deeply accessible.

I set the strategic vision for a rebrand that honored a decade of impact, while setting the stage for its next chapter. I worked in close collaboration with our Art Director, who oversaw the design execution through the internal design team. My role was to ensure the refreshed identity aligned with the heart of the initiative: simple generosity with transformative power.

What began as a grassroots idea: each attendee giving a single dollar across all campuses to do good together, had grown into something deeply embedded in our culture. With gifts ranging anywhere from $5,000 to $150,000, these stories celebrated genuine life changing moments, and communities lifted.

The new look captured the tension of humility and strength, with design elements that communicated clarity, trust, and purpose. From the visual refresh to the campaign messaging, the rebrand helped reintroduce Dollar Club with a rallying cry: imagine what we can do together in the next ten years.

WHAT WENT WELL?

• This rebrand was a strong example of collaborative creative direction—working closely with our Art Director and internal design team to refresh Dollar Club in a way that honored where it’s been while confidently stepping into what’s next.
• We elevated the visual identity from something grassroots and informal into a refined, intentional brand that better matched the tone and impact of the stories we were telling.
• The updated palette brought warmth and credibility, giving the content space to breathe and connect more deeply with audiences.
• Launching it in tandem with the ten-year anniversary gave us a moment worth rallying around; equal parts celebration and reintroduction.
• Seeing the updated look live across screens, print, and storytelling pieces made it all the more meaningful.

WHAT DIDN’T WORK?

• I really wish we’d been able to push this brand across more assets. Seeing it come to life was amazing, but there was opportunity to do more print signage, merchandising, even billboards – that would have elevated the whole launch and ensured wider buy-in on the new look.

1% BETTER:

• A clearer roadmap from the start, with defined goals and rollout phases, could’ve helped streamline the process and give more structure to the celebration.
• Would have loved to create a behind-the-scenes feature, a peek behind the curtain so that people feel even more connected to the process.

Let’s make it happen together!

Whether you need hands-on creative direction, strategic leadership or data-driven execution, I bring the expertise to move the mission forward. Click below to connect and we can start building something extraordinary today.