NON-PROFIT CAMPAIGN
ShineRED.org
Client: William E. Proudford Sickle Cell Fund / SiNERGe CBO
Shine the Light is an initiative founded by leaders of community-based organizations (CBOs) dedicated to increasing awareness of sickle cell disease while advocating for expanded services, greater equity in care, and the pursuit of a universal cure. The 2026 campaign concept, ShineRED.org, which emphasizes the importance of wellness of mind, body & spirt served as the guiding inspiration for this piece.
Our challenge was to transform an abstract philosophy into a compelling visual narrative that embodied hope, progress, and collective action. The solution was realized through a layered collage constructed from imagery captured throughout previous Shine the Light campaigns. By weaving together portraits, community moments, and iconic regional landmarks, the design creates a visual timeline that celebrates resilience, unity, and the shared journey toward a future where limitless possibilities become reality.
To maximize the campaign’s visibility and adaptability, alternate versions of the design were developed to meet the unique technical and visual requirements of Times Square’s iconic digital mega-spectacular displays, preserving the integrity of the creative concept across an immersive, large-format environment.
Shine The Light
on Sickle Cell
Sickle Cell Disease community-based organizations are organizing gatherings all across the nation and around the world to “Shine the Light on Sickle Cell Disease” while celebrating World Sickle Cell Disease Awareness Day in order to elevate awareness of this serious public health concern affecting more than 100,000 people in the United States and 100 million people around the world.
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