My design expertise lies in the digital realm, creating experiences that unfold as web sites, iPhone apps, or video games, so it’s rare that I see my work in a tangible format like print. But in the past few months we’ve had the opportunity at Kiva to release a few high profile print advertisements that appeared in Variety Magazine, USA Today, as well as one of our own mailers. These pieces not only increased Kiva’s exposure outside the digital medium, but they’ve also helped establish one of our core design principals: story telling.
Our borrowers have powerful and compelling narratives to tell and Kiva gives them an opportunity to share these stories with people around the world. And when we talk with Kiva lenders we hear their strong desire to listen to these stories. They want to know what the world is like in a country they’ve never traveled to; how people they’ve never met, make ends meet; and what they can do to help.
The initial results we’ve seen from our foray into the world of print have been gratifying. People have written thanking us for the stories we’ve shared. And while conversion rates from print to online can be difficult to track, the anecdotal evidence shows these pieces have been extremely effective.
If you’re interested you’ll find a few of the stories we told below.