1 Landing Page
Bespoke Ads
4 Posters
The original donation page provided key functionality, but lacked the emotional pull and frictionless UX expected in high-performing ad-driven campaigns.
As part of a conversion-focused strategy, I designed a standalone landing page tailored to Meta and Google Ads audiences.
This version was separate from the core site and served as a fast-loading, high-impact conversion funnel, where visual storytelling, hierarchy, and user trust were prioritised.
This alternate donation page was specifically designed for integration with:
Meta Ads: Warm audiences from retargeting pools and story ads using campaign-specific UTM tags
Google Search & Display Ads: High-intent audiences searching for homelessness or donation-related terms
Each ad variant was mapped to a tailored headline + hero image combo on the page, optimised for continuity and message match.
The poster series was designed not just for aesthetics, but to prime users emotionally before they land on the campaign page. This is evident in:
Consistency in message tone and visual framing – ensuring smooth cognitive transition from ad/poster to landing page
Frictionless – the visual hierarchy mirrors the structure of the digital page (headline → story → donate)
Emotion-first logic – visuals invoke human complexity before asking for action
This is key in campaign funnel UX, where emotional readiness often precedes transaction.
This poster series was created to shift public perception and drive action.
By reflecting the real and diverse faces of homelessness, we moved away from pity and toward shared humanity. The visuals were designed to feel immediate and confronting, then to gracefully hand users over to a carefully designed landing experience that made donating simple, emotional, and urgent.