Our Valley Cares
Collaborative Impact Campaign Development
As Creative Director at Archer & Hound Advertising, I led the strategy and creative launch of Our Valley Cares — a collaborative impact initiative designed to build a coordinated system of care for youth in crisis across California’s Central Valley. Working closely with Fresno Mission leadership, we helped shape and articulate the collaborative impact model — moving from fragmented services to a unified, cross-sector system involving nonprofits, churches, healthcare, and community partners. Our team pitched the initiative to Valley Children’s Healthcare, who awarded a $2 million founding gift to launch the movement.
I led: Strategic positioning & messaging | Campaign identity & logo design | Visual style development | Videography & storytelling | Website development | Campaign launch creative direction
The result: a unified brand and narrative that mobilized partners, secured major funding, and established a scalable framework for long-term community impact.
Our Valley Cares: Teaser Video
The logomark draws from motifs of movement, connection, and care — overlapping pathways and woven forms coming together to shape a unified heart for the city.
OVC Mini-Doc
Much of the strategy, messaging, and creative direction culminated in the Our Valley Cares mini-documentary — a flagship film that clearly explains the collaborative impact model and serves as the central storytelling piece for the initiative’s launch and momentum.
Campaign Storytelling
The campaign creative centered around a flagship mini-documentary explaining the collaborative impact model, supported by a series of educational and story-driven videos designed to build clarity, momentum, and community buy-in.
Website UX & Design
The website was designed as the central hub for the initiative — translating a complex collaborative impact model into a clear, accessible digital experience.
I led the UX strategy and creative direction to ensure the site balanced emotional storytelling with structural clarity, guiding visitors from awareness to understanding to action. The design system reinforced the campaign identity while making space for partners, impact updates, and opportunities to engage.
Visit OurValleyCares.com