FORCE.
A brand, platform, and fundraising strategy designed to support essential workers
In NYC's retail, healthcare, trades, and childcare sectors, there is no central space for community, peer support, or policy updates.
The challenge was to design a product and launch strategy for a highly diverse audience, including documented and undocumented workers across all backgrounds.
As part of a team, I led industry research to identify key gaps in essential worker support and designed a Figma prototype to visualize the FORCE platform, including community features, a news and policy feed, and daily motivational content.
For strategy, I developed a brand and fundraising plan to bring FORCE to life. The strategy centered on a Dollar-for-Dollar Match Challenge, partnering with NYC-based companies with CSR commitments to match employee donations. The goal was to raise $150,000 to fund development and maintenance, with success measured by cost per dollar raised, number of employee donors, and total funds raised.
FORCE.
A community-driven digital platform designed to connect, inform, and empower New York City's essential workers through accessible resources, peer support, and advocacy.
Role: Lead Researcher & Graphic Designer
Built on Lovable.dev
Designed on figma.com
The project delivered a fully conceived brand identity, a Figma prototype visualizing the platform experience, and a comprehensive marketing and fundraising strategy, demonstrating how a mission-driven product could be built, funded, and launched to serve one of New York City's most underrepresented communities.
This project pushed me to think beyond content strategy into the full ecosystem of launching a mission-driven product, from user experience and brand identity to fundraising mechanics and community building. Working on a brief grounded in a real social issue made the strategic decisions feel consequential and reinforced that the most meaningful work often starts with asking who's been left out of the conversation.
Strategic brand and campaign work developed as part of the M.A. in Public Media program at Fordham University.
This case study was built around real-world briefs, combining research, strategy and creative development to produce actionable marketing plans.