Lessons for designing visual communications to win hearts, minds, and long-term change
- Mariana Spada
- 4 hours ago
- 3 min read
I’m Mariana (she/her), Chief Creative Officer and co-founder at Tectonica. Since 2012, I’ve had the privilege of helping progressive organizations advance their goals through strategic, impactful design. In my role, I’ve worked across a wide spectrum—from small, local school campaigns to large-scale national and international efforts. Whether it’s websites, campaign visuals, video, or social media content, I partner with clients to ensure their visual communications amplify their voice and align with their mission.
In the world of progressive (and not only digital) campaigning, we often find ourselves navigating between the tactics of urgency and the strategic, long term goals of our organizations. Visual communication plays a role in that tension. As creatives, campaigners, or digital leads, we’re constantly trying to break through the noise. And sometimes, the visuals we produce are disconnected from a broader theory of change.
At worst, we end up mimicking tools and tactics borrowed from for-profit marketing—because they’re supposed to be accessible, fast, or “seem to work.” But what works to sell shoes (lots of respect to shoe sellers) or attract clicks doesn’t always work when the mission is to build collective power or shift dominant narratives. And let’s be honest: a lot of this happens under pressure—especially in a world shaped by constant volatility, overlapping crises, and chronic uncertainty. Most progressive organizations operate under significant resource constraints—tight budgets, small teams, high staff turnover. The people in charge of visual strategy are often also handling five other things, or simply trying to keep a campaign afloat. There’s not always time for slow, reflective, strategic creative work.
Below are few of the insights I’ll be sharing next week on Wednesday, 23 April at 15:00 CET at the invitation of the European Center for Digital Action. You can register via this link
Strategy should drive aesthetics
Often campaigns fall into a pattern where each piece of visual content is designed in isolation. But our visuals should form a cohesive language—one that aligns with who we’re trying to mobilize or persuade, and how we intend to do it. If our campaign’s theory of change rests on growing alliances or changing public perception, our visual storytelling should reflect that, not just preach to the choir.
(Sometimes) we need better briefs
A lot of problems start with a lack of clarity. When briefs are rushed or vague, visuals risk reinforcing the wrong messages, targeting the wrong audience, or simply failing to land. When we are commissioning creative professionals that are not part of our team and have more experience working for profits than for non profits, there is a risk that lack of clarity will end in multiple revisions. Good visual work starts with a clear understanding of the campaign’s purpose, audiences, and desired action.
There’s a growing paradox
Many progressive organizations often try to mirror transactional approaches—with the risk of treating potential supporters like customers. Meanwhile, corporations are working overtime to look like “communities” and “movements”. It’s a strange inversion. But progressive campaigns don’t need to perform “relatability” or “community” the way brands do. They actually are communities—so their visual identity should reflect authenticity, care, and shared struggle, not curated lifestyle aesthetics. Think of that before choosing a stocky photographic asset based on its resolution rather than on its ability to connect with your audience.
AI: tool or trap?
With AI on every creative’s mind (and often not for good reasons), we also need to be asking how to use it intentionally. It can offer efficiency, but without a clear strategy, it risks flattening the very creativity and political depth we need in this work. Keeping it human is more than ever, a critical aspect when building connection and trust. Used wisely, AI can support ideation, accessibility, and consistency. Used blindly, it can (and will) dilute our message and aesthetics, and if we’re not careful, work against our own objectives.
Escaping the attention trap
In a muddy sea of digital content, getting noticed is harder than ever. But what if the solution isn’t to be louder or trendier—whay if it’s to be more intentional. We have to ask: What do people feel when they see our content? Do they see themselves in it? Are we inviting them into something bigger than themselves or are we tracing a line between us and them?
All this comes down to one idea: progressive visual communication is not an afterthought—it’s also a political act. And as such, it demands the same strategic clarity, care, and creativity as any other part of our work to transform the world.
I would love to hear from others doing digital or creative work for social change—what questions are you sitting with these days? Come to the session and let’s talk.