Find the Shared Stake
Connect the river’s health with drinking water, recreation, and local economies. “15 million reasons” gave a four-state issue a concrete human scale.
Design / Art/Creative Direction
4 the Delaware Campaign
The National Wildlife Federation: 4 the Delaware Campaign
Challenge
The National Wildlife Federation needed a shared campaign identity to bring four states together around protecting the Delaware River.
Strategy
The campaign connected environmental protection with a shared, everyday stake: 15 million people depended on the Delaware River for drinking water. Hatcher worked with NWF, coalition partners, and state officials, using focus groups and audience insight to inform messaging and outreach. Recreational boaters and anglers were among the audiences and messengers helping bring the issue into public view.
Creative Approach
A logo representing the four-state collaboration anchored infographics, posters, advertising, and social graphics. The visual system supported a broader campaign of outreach, petitions, and events.
My Role
Creative Director, working with designer Debbie Rappaport and Hatcher’s campaign team.
Collaborators
Creative Director: Reece Quiñones Designer: Debbie Rappaport
The Approach
Insight into ideas.
Ideas into experience.
Create a Coalition Identity
A logo representing the four states and coordinated information graphics made diverse campaign materials recognizable as one effort.
Connect Awareness with Advocacy
Adapt the message for social, posters, advertising, fact sheets, grassroots petitions, and events. The broader team paired creative with media outreach and coalition coordination.
Bring the Message to a Public Moment
The campaign culminated in the May 2019 governors’ summit in Philadelphia, where three governors signed a proclamation to restore the river.
Selected Creative
A closer look
at the work.
Selected project artwork
An example from the original project portfolio.
View the Artwork ↗The visual system in use
An example from the original project portfolio.
View the Artwork ↗15 Million Reasons
An information-led poster connects clean drinking water with the campaign’s four-state call to action.
View the Artwork ↗The Result
Creative with
a clear purpose.
The campaign established a consistent identity across print, digital, and event materials. Hatcher’s broader campaign culminated in a May 2019 summit at which three governors signed a proclamation to restore the Delaware River.