CAMPAIGN DESIGN / SOCIAL IMPACT
BARNARDOS SWAP SHOP
A campaign designed to engage Gen Z with circular fashion while supporting Barnardos Australia's social impact.
Graphic Designer
Individual Project
Adobe CC / Figma
2025
ABOUT
WHAT IS BARNARDOS SWAP SHOP?
Barnardos Swap Shop is a campaign concept designed to connect Barnardos with a younger audience through fashion, community and social impact. The concept transforms giving into an engaging experience where participants can swap clothing, connect with others and support Barnardos at the same time.
THE CHALLENGE
CONNECTING BARNARDOS WITH GEN Z
The challenge was to make Barnardos more relevant to Gen Z without losing the trust and purpose behind the organisation. Research showed low awareness among younger audiences, creating an opportunity to rethink how Barnardos could connect with them through a more engaging and culturally relevant experience.
DESIGN GOAL
TURN AWARENESS INTO PARTICIPATION
CAMPAIGN SYSTEM
A YEAR-ROUND VISUAL CAMPAIGN
The campaign was designed as a flexible visual system that could extend beyond a single event. Playful shapes, bold colour and positive imagery create a recognisable identity that feels fresh and relevant to Gen Z while remaining connected to Barnardos.
ONLINE TOUCHPOINTS
EXTENDING THE CAMPAIGN DIGITALLY
The campaign extends across the website, Instagram and short-form social content, creating multiple ways for Gen Z to discover, interact with and share the Swap Shop. Digital touchpoints were designed to turn awareness into participation while keeping the experience playful and accessible.
EVENT TOUCHPOINTS
THE SWAP SHOP EVENT
The Swap Shop brings the campaign into a physical experience. Participants donate $10, bring five clothing items and receive five tokens to swap for new pieces, alongside live music, coffee and branded merchandise. The concept makes supporting Barnardos feel social, sustainable and community-driven.
BRAND APPLICATION
MERCHANDISE
Branded merchandise extends the Swap Shop identity into physical touchpoints, allowing the campaign to continue beyond the event.
THE IMPACT
FROM AWARENESS TO ACTION
The final touchpoints close the loop between participation and impact. Donation tracking, follow-up communication and social updates show how individual actions contribute to Barnardos, making the outcome of participation visible and helping build trust through transparency.
REFLECTION
WHAT I LEARNED
This project taught me how research can shape a campaign from strategy through to execution. Rather than designing individual touchpoints in isolation, I learned to build a system around a clear audience insight and carry that idea consistently across digital, physical and experiential formats. One of the biggest challenges was balancing Barnardos' existing identity with a visual direction that felt relevant to Gen Z. Developing the Swap Shop helped me understand how design can modernise the way an established organisation connects with a new audience without losing its purpose. If I continued the project, I would develop the digital experience further and explore how the campaign could evolve across future Swap Shop events.