CREATIVE DIRECTOR, CAYUGA CENTERS, SYRACUSE NY
Ashley Argese is an award-winning designer and marketing professional. She is the Creative Director and Assistant Vice President of Communications at Cayuga Centers, a national non-profit with a 172 year history of helping children and families through a combination of foster care services and home and communitybased therapy programs.
Using the power of design, Ashley crafts visually compelling digital and print content that amplifies the organization’s impact, ensuring that Cayuga Centers’ essential services reach and resonate with the families who need them most. Her team works to develop captivating and inspiring campaigns aimed at recruiting compassionate foster parents who can temporarily care for children displaced from their homes until they can be reunited with their biological families. Her work also connects donors and employees to the agency’s mission, elevating the stories of youth and families and increasing funding for family services.
Ashley holds a BFA in Graphic Design, Art History, and Museum Studies from The State University of New York at Fredonia.
TELL US HOW AND WHY YOU BECAME INVOLVED IN SOCIALLY RESPONSIBLE COMMUNICATIONS, AND SHARE ANY THOUGHTS ON WHY DESIGN CAN BE AN ESPECIALLY EFFECTIVE TOOL?.
Designing for a mission-driven agency is important to me. It is rewarding to come to work every day knowing you are making a difference. I’ve previously worked at for-profit companies, but was drawn to Cayuga Centers for the impact they make in the lives of so many families.
Effective design plays a crucial role in differentiating us from other organizations, particularly since we operate with a limited advertising budget. Our team has to be resourceful and innovative in crafting compelling messages that resonate with our target audiences – those with the compassion and commitment needed to care for children in foster care. Our creative approach ensures that we reach and engage individuals who are willing to make a difference in the lives of vulnerable children and families.
In 2022, we launched a new foster care program in Pittsburgh PA that provides enhanced levels of treatment to youth in foster care. This level of care was not previously provided by other agencies in the area, so it was important to the agency that we meet the needs of this population. Our creative marketing campaign connected us to foster parents who received trauma-informed training to support youth needing advanced levels of care.
GIVEN THE CONFLUENCE OF EVENTS AND CHALLENGES OUR SOCIETY NOW FACES, DOES THIS MOMENT PRESENT ANY SPECIAL OPPORTUNITIES, URGENCIES, OBSTACLES TO DESIGNING FOR GOOD?
I believe that communication is the key to creating meaningful impact. It’s important for designers to reflect on how their work affects the communities around them. Unfortunately, some use design to divide people for personal gain or profit. Choosing to do more mission-driven work fosters connections with individuals committed to positive change. Design plays a key role in identifying and engaging community members – facilitating constructive conversations and collaboration. By focusing on purpose-driven work, designers can align their efforts with broader social good and enhance community impact.
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