Junior League of Washington

An Integrated Branding Campaign for a Fundraising Event

Logo Design

Social Content

Social Content

Social Content

Social Content

Social Content

The Client

The Junior League of Washington (JLW) is an organization of women committed to promoting voluntarism, developing the potential of women, and improving communities through the effective action and leadership of trained volunteers. Its purpose is exclusively educational and charitable.

The Project

The Little Black Dress Initiative (LBDI) is a social media-driven awareness and fundraising campaign started by the Junior League of London to raise awareness about poverty and its effects on women’s lives.

Since its launch in London in 2014, more than 80 Junior Leagues have participated in LBDI, raising tens of thousands of dollars and awareness about their particular community work focus, i.e., domestic violence, human trafficking, literacy, food insecurity.

LBDI advocates wear the same black dress (or outfit) for five consecutive days to illustrate the restrictions poverty places on choices, opportunities, and access to resources. Each advocate normally wears a button that says “ask me about my dress”, inviting dialogue among colleagues, friends, and strangers about this initiative’s message. Advocates also engage on social media, sharing statistics, information, and their experiences throughout the period. Messaging includes a soft ask for donations to support the cause.

The Ask

JLW requested an evergreen logo to brand the 2021 fundraising event that could evolve as the event grows each year.


Art Director, Designer


Photoshop, InDesign, Illustrator, PowerPoint 2016


Event Logo, Social Media Graphics, Promotional Buttons

error: © Copyright 2015 Cassidy Herrold