{"id":780,"date":"2015-12-22T19:45:08","date_gmt":"2015-12-23T03:45:08","guid":{"rendered":"http:\/\/mozfundraising.wpengine.com\/?p=780"},"modified":"2019-02-27T07:48:00","modified_gmt":"2019-02-27T15:48:00","slug":"designing-for-fundraising-the-delightful-tale-of-dapper-fox","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/foundation-archive\/mozilla-science\/designing-for-fundraising-the-delightful-tale-of-dapper-fox\/","title":{"rendered":"Designing for Fundraising: The Delightful Tale of Dapper Fox"},"content":{"rendered":"

This November, the Fundraising team began implementing a number of designs for the 2015 EOY Fundraising campaign in order to promote Mozilla\u2019s nonprofit message and draw financial contributions from supporters across many countries. With design direction led by Mozilla Foundation designer, Jordan Gushwa, the visuals of the campaign focused on giving Mozilla\u2019s supporters a playful visual link to our nonprofit mission. To illustrate this, graphics included recognizable Mozilla motifs in the use of hearts and the introduction of our dazzling \u2018Dapper Fox\u2019 character, illustrated by fellow Mozilla Foundation designer, Kristina Shu<\/a>.<\/i><\/p>\n

\"An<\/a>

Dapper Fox<\/p><\/div>\n

The Development of Dapper Fox<\/strong>
\nOriginally illustrated by Kristina a few month prior to the 2015 End of Year kickoff, Dapper Fox has had a mini evolution while spreading across multiple Foundation designs. Initially, the friendly fox illustration was digitally drawn to provide a teaching opportunity for Mozilla\u2019s existing X-Ray Goggles site<\/a>. From there, he gravitated in both appearance and location to the current EOY designs through Jordan\u2019s design direction. \u00a0In regards to the campaign, Dapper Fox provides an evolved take on Firefox designs that harken back to prior Mozilla illustrative explorations with an approachable, friendly, and appreciative spirit. And while the fox across the 2015 campaign was intended to explore an alternative version and use of a recognizable Mozilla motif associated with the existing Firefox visuals, he has now moved on to potentially being continued through future Mozilla Corporation and Foundation projects. Dapper Fox can even provide a parallel to the way the Mozilla Foundation designers are hoping to continue pushing forward within their design work: by experimenting with styles and sharing skills and resources in an open and interdisciplinary design environment. My hope is that Dapper Fox\u2019s use will further inspire the development and use of illustration throughout future Mozilla Foundation projects while having our design team consider how prior, shared work can evolve into something much more than previously thought or expected.<\/p>\n

\"dapperfox_images_blog-06\"<\/a><\/p>\n

For the overall campaign, specific design outcomes included directory tiles for the Mozilla tile page (the linked item grid when you open a new tab in the Firefox browser), both social share and post donation graphics for Facebook and Twitter, and an upcoming \u2018Spectacular Snippet\u2019 takeover\u2014soon to be seen live at the end of December and housed within the Firefox browser\u2019s search homepage. Dapper Fox also makes his first appearance across multiple designs within the EOY campaign.<\/p>\n

\"Tiles<\/a><\/p>\n

\"dapperfox_images_blog-03\"<\/a> \"EOYTilesUpdated_FINAL_v2-6\"<\/a><\/p>\n

Content Strategy and Localization<\/strong>
\nContent strategy\u2014facilitated by Andrea Wood, Erika Drushka, Tim Murray in Brand, and many others from Mozilla\u2019s Marketing Team\u2014 across the multiple design materials also played a significant role in the approachability and tone of the campaign\u2019s visual language. It was necessary to reflect the friendliness of the content within the designs, while also considering the factor of localization when designing for multiple supporters at an international scale. Many of the visual design opportunities additionally offered the chance to include copy that promoted an understanding of the relationship between Mozilla and Firefox (particularly for supporters unaware of the connection). Both the content and the subject of localization were visually implemented by the Mozilla Foundation design and campaign team in the finalized EOY designs.<\/p>\n

\"dapperfox_images_blog-07\"<\/a><\/p>\n

With the use of Dapper Fox, hearts, and warmer colours, appropriate content strategy, and localization, the EOY designs were intended to be:<\/p>\n