UFW Foundation
Nonprofit
Annual impact reports, social media, and campaigns for California’s largest immigration legal service provider.
Our role
Research
Impact Reports
Social
Campaigns
Timeline
Multi-year, ongoing
Team
Communications & Development departments
Live site
At a glance
My first job in social impact was with the UFW Foundation. Years later, I design their annual impact report, a document that has to speak to farmworkers, funders, and leadership at once.
10M+
Impressions across campaigns
80%
Social media growth in first 6 months
3
Impact reports designed
The UFW Foundation is California’s largest immigration legal service provider. Its annual impact report has to speak to three audiences at once: farmworkers, funders, and leadership.
Each audience needs something different. The report had to show the urgency of what farmworkers still face, while also celebrating how far the organization has come. Funders also preferred a PDF to a website, which limited how people could move through it.
my role
My first job in social impact was as the digital media specialist at the UFW Foundation. I worked on farms growing up, so supporting the digital communications of a movement that reaches thousands of farmworkers was a full-circle moment.
When I launched Domino Effect, we kept working together. I designed their inaugural impact report, and the annual report is now our main project each year, alongside social media and campaigns.
For this report, I led the research, designed the content and visuals, built the interactive PDF, and tested it with the report committee before launch.
Talk to farmworkers first
Before designing anything, I spoke with farmworkers and interviewed stakeholders. That research showed the report had to carry two messages at once: urgency about what farmworkers still face, and pride in the progress made.
Balance urgency with celebration
Early feedback showed my first direction leaned too heavily on celebration. I revised the content and visuals until both messages came through.
An interactive PDF instead of a website
Funders preferred a PDF. I designed one that works like a website, with clickable navigation, a call to action in each section, and a donation button that is always in view.
Test before launch
I tested a working prototype with the report committee and A/B tested two navigation designs, so the team could release the report with confidence.
The UFW Foundation released the report with confidence. Sierra Health Foundation, one of its major funders, then reached out to hire me directly and named the report’s interactivity as the reason.
Across our work together, campaigns have passed 10 million impressions, and their social media following grew 80% in the first six months.
“They really get to the heart of the social issues we’re addressing. This sensitivity is mirrored in their designs, making them a unique partner in our mission.”
Diana Tellefson Torres
Former CEO, UFW Foundation
What i learned
This work taught me to treat accessibility as part of the design from the start. When one report has to reach farmworkers, funders, and leadership, it needs clear hierarchy, readable type, strong contrast, and plain language so every reader can find what they need.
I also learned that design resonates when it grows out of a community’s culture, heritage, and mission. Listening first, as I did with farmworkers before this report, is how I find that.
