The “TR24” Legacy WIFFLEBALL Tournament is a revitalized fundraising event held each Summer at the Little Fenway Complex to carry on a 20-year tradition that has raised over $7.5 million for spinal cord injury survivors. All proceeds directly benefit the Travis Roy Legacy Grant Program at SCIboston, providing critical equipment and home modifications to help individuals with paralysis live more independently.
For the last three years, I have captained a team called Pain in the Neck. We have been able to attend the tournament since 2023 and help fund raise for the nonprofit that I love.. I have volunteered with SCIboston since 2021, becoming a peer mentor while leading two of their virtual support groups each week. I’ve also volunteered on the TR24 wiffleball committee, helping to ensure the event’s success.
The following graphic design campaign was my contribution to this year’s tournament. My goal for this portfolio asset is to walk you through my design process from start to finish.
1. Last Year’s Flyer: What Worked & What Didn’t
Logos: Travis Roy Foundation TRF WIFFLEBALL Tournament logo created 2001 by TRF Marketing Team & SCIboston TR24 logo created in 2025 by SCIboston Marketing Team
Event Flyer: Created 2025 by SCIboston Marketing Team
Design Analysis & Audit: This flyer was an effective asset for promoting the event. While the layout achieves good hierarchy, utilizes the TR24 branding, and has an appealing symmetry, it is crowded and text heavy, ultimately isolating itself from specific target audiences.
Design Problem for 2026: The main goal that I aimed to address was that the flyer was not engaging a broad and diverse audience for the tournament. Additionally, the flyer was being used as a universal asset, appearing in a repetitive 8.5×11″ format across SCIboston’s platforms. This tournament needed an entire suite of assets and would benefit from a thorough market analysis.
2. Mood Board & Style Tile
Prior to initiating the design phase, I established a comprehensive mood board to guide my subsequent creative decisions and maintain visual cohesion across all deliverables. Through a typographic analysis, I identified Nexa (Black) as the primary brand font for headers and paired it with Agenda (Regular), a modern, highly legible sans-serif typeface selected for optimal body copy performance. I then extracted the color palette directly from the existing logo, defining a strict hierarchy of primary, secondary, and tertiary colors. Finally, I engineered a custom iconography suite, integrated functional QR codes, and established a standardized grid layout for photography assets to streamline the creation of future marketing collateral.
3. Market Research & User Journey
Next, I developed a comprehensive marketing strategy and reference document to streamline collaboration with the SCIboston social media team. This framework outlines a clear user journey through the marketing funnel, pairing a structured posting schedule with specific design assets and strategic guidelines for execution. To maximize audience engagement, the strategy includes detailed audience personas and a tailored design analysis explaining how different visual assets resonate with key event stakeholders.
4. Gala Table Materials
This first round of design work involved creating an updated flyer, as well as the necessary print documents for the table display at SCIboston’s flagship fundraising gala. These print designs were crucial for the “awareness” phase of the marketing funnel, helping to spread the word, recruit new teams, and gather event volunteers.
5. Marketing Campaign
After conducting an audit of SCIboston’s social media channels, I identified Facebook and Instagram as the best mediums for this campaign. The next section will describe how I implemented specific designs to guide the user through the marketing funnel.
5.1 “Awareness”
The initial stage where potential participants and donors first discover the TR24 Legacy WIFFLEBALL Tournament and its 20-year history.
This social media carousel contains a condensed version of the flyer, information of the event history, a description of the grant program, promotional materials for the four replica fields, as well as a narrowed focus on team recruitment. These slides will be effective for describing general info while also prioritizing the search for more teams. It works as an asset to move the social media campaign from the “awareness” phase to the “consideration” phase of the marketing funnel.
5.2 “Consideration”
Prospects begin to research the specific impact of the Travis Roy Legacy Grant Program at SCIboston, evaluating how their involvement can help.
Instagram Story Slides
These three slides act as additional promotional materials, describing the event history, where the money goes and stresses the importance of creating teams. This is the first asset in the campaign that will have a direct button for the call to action, slowly transitioning toward the “conversion” stage of the marketing funnel.
Instagram Reel: Early Tournament Reminder
I created this Reel for use in the “consideration” phase of the marketing funnel, specifically appealing to the Gen Z and millennial personas identified in my market research.
The slow-motion drone footage and the calming music present the morning vibe of the event, showcasing the replica wiffleball fields with a phone-style reminder to register for the event.
By integrating the interactive-style notification overlay onto the sweeping aerial views of the Little Fenway Complex, the reel serves as a visual bridge between the tournament’s rich history and its goals under SCIboston. The “Reminder” graphic is a deliberate nod to the digital-first habits of Gen Z and Millennials, transforming the drone shots into an approachable, mobile-native experience that drives users toward joining the event. This aesthetic choice highlights the unique atmosphere of the complex while reinforcing that every registration directly supports the Travis Roy Legacy Grant Program.
5.3 “Conversion”
Interested individuals commit to the June 27, 2026 event by completing team registrations, securing sponsorships, or making direct donations.
This five-slide carousel serves as the primary asset for the Conversion phase, strategically engineered to optimize click-through rates and donor acquisition. By providing transparent, high-impact data on exactly how contributions are utilized, the content bridges the gap between Awareness and measurable action. Each slide is designed to neutralize friction in the donor journey, leveraging storytelling and social proof to transition the user from passive interest to active financial commitment.
Instagram Reel: Knock It Out of the Park
This high-energy social media Reel serves as a pivotal asset in the Conversion phase of the marketing funnel by strategically transitioning users from interest to measurable action. By featuring dynamic, slow-motion footage of a player at the Little Yankee field, the video builds a connection between the excitement of the tournament and the tangible impact of the Travis Roy Legacy Grant Program. The sports-themed messaging “Help us knock it out of the park!” is paired with a clear call to action designed to drive immediate click-through rates. This visual storytelling reinforces the nonprofit’s fundraising target by demonstrating that every contribution directly supports the mission. Ultimately, the video leverages the legacy of the tournament to neutralize donor hesitation, grounding the “hard” conversion act in a celebratory and community-focused atmosphere.
Participant Interviews
The primary objective of this interview-based design series is to humanize the Conversion phase by transforming abstract goals into tangible testimony. While earlier funnel stages build awareness of the brand, these designs aim to overcome final donor or participant hesitation by illustrating the specific, lived impact of the tournament.
5.4 “Loyalty”
Registered participants stay connected to the $60,000 goal through the fundraising leaderboard and consistent engagement leading up to game day.
Fundraising Leaderboard
To foster team competition and drive donor engagement, I designed this interactive fundraising leaderboard for weekly distribution across SCIboston’s social media channels. The asset serves as a strategic reminder for team captains to reach their individual fundraising goals before the June 27, 2026 event. Styled to mimic the iconic Green Monster scoreboard at Fenway Park, the design pays homage to the tournament’s use of the Little Fenway Complex while motivating teams to secure a top position on the board.
Home Run Derby
To showcase the operational strategy behind the tournament, I authored the Executive Summary: TR24 Home Run Derby, which established the official committee-approved rules, rapid-pace logistics, and a symbolic 24-second tie-breaker to honor Travis Roy. I translated this technical blueprint into a high-impact marketing asset, HR Derby Social Media Promo, which clean-cuts the core rules into a scannable, mobile-friendly design while prominently highlighting my custom-designed “Derby Champion” gold chain as a tangible participant incentive. Together, these assets function as a key component of the loyalty phase within the overall marketing strategy, fostering community retention and long-term commitment by transforming tournament traditions into highly engaging, repeatable experiences for returning participants.
5.5 “Advocacy”
Dedicated supporters become ambassadors by sharing their personal fundraising pages and recruitment stories to bring new participants into the funnel.
Merchandise
To initiate the advocacy phase, I presented the client with a comprehensive suite of preliminary merchandise illustrations and mock-ups. Upon receiving unanimous approval from the Executive Director and the Board of Directors, I spearheaded the development of the official Redbubble storefront. This process involved cross-functional collaboration with fellow designers, the authorship of strategic promotional and body copy, and the curation of design placements across a diverse product catalog. The next step involved creating professional mock-ups to promote the items in the new store.
This merchandise collection is a strategic asset for the Advocacy phase, designed to transform event participants into mobile brand ambassadors for the SCIboston mission. By leveraging high-contrast typography and iconic “replica field” imagery, the apparel encourages supporters to wear their affiliation both on-site and within their personal networks. These physical touchpoints turn personal involvement into visible community conversations, effectively recruiting new individuals back into the Awareness phase of the funnel. The cohesive design system—spanning headwear, performance long-sleeves, and specialized volunteer gear—fosters a unified identity that extends the tournament’s reach and fundraising potential far beyond the live event. Ultimately, the collection serves as a long-term advocacy tool, bridging the gap between a single day of competition and a sustained movement for spinal cord injury support.
T-Shirt Designs
Fundraising
This sponsorship flyer was developed as a versatile asset for the Executive Director to utilize during in person networking and digital corporate outreach. The document outlines a clear sponsorship hierarchy including Single, Double, and Home Run tiers to facilitate the conversion phase of the marketing strategy. By providing a transparent breakdown of how contributions directly fund the Travis Roy Legacy Grant Program, the flyer bridges the gap between community engagement and the tournament’s fundraising goal. The design features clear value proposition that details a range of sponsorship benefits, Mission integration that connects corporate support to the provision of grants, and an action oriented, called to action and a direct QR code to streamline the donor acquisition process.
I developed the “24 x $24 Fundraising Squares” as an interactive social media asset designed to gamify donor acquisition during the conversion phase. The graphic encourages 24 individual supporters to contribute $24 each, a strategy that simultaneously yields $576 in revenue and honors Travis Roy’s legacy by utilizing his iconic jersey number. By providing a visual tracker of progress, the asset leverages validation and micro-donations to lower the barrier to entry for supporters. This design effectively integrates brand storytelling with actionable fundraising tactics to help the organization reach its goal.
User-Generated Content
The User Generated Content (UGC) and Testimonial Form is a strategic asset designed to streamline the collection of community-driven marketing materials. By empowering team captains to share testimonials and visual content via an integrated QR code, this design facilitates the capture of authentic experiences directly from the event. This ensures a high volume of relatable content is compiled to support the awareness and conversion phases for future tournament cycles. A personalized thank you from the Executive Director fosters loyalty and participant appreciation while dedicated fields for team names and testimonials ensure that qualitative feedback is organized for cross-channel marketing use. Additionally, a clear, three-step instructional graphic guide leads users through a frictionless mobile upload process to maximize content submission rates. Ultimately, the proactive collection of imagery and video helps ensure the continued success of the tournament for years to come.