Backpacks with a Purpose

Question

How can we show the real-world impact of buying a BWAP backpack with heart?

Solution

Invisible Element created a short animated explainer using custom illustration and motion to highlight BWAP’s mission and message.

Client: Backpacks With A Purpose

Producer: Amy Cassidy Fuller

Services: Design, Illustration, Animation

Discovery

Backpacks with a Purpose (BWAP) isn’t just a product—it’s a platform for giving. Since 2002, the organization has partnered with hundreds of nonprofits to distribute over a million backpacks to students in need.

To help expand awareness and drive purpose-driven purchases, BWAP needed a simple, engaging piece of content that could explain how one purchase makes a difference.

Process

Invisible Element led art direction, illustration, and animation for the piece. The goal was to keep the visuals warm and human while making the message immediately clear. We developed a hand-drawn aesthetic and approachable motion language that reflected the brand’s values and social mission.

Throughout the process, we worked closely with the BWAP team to ensure that the tone stayed hopeful, direct, and aligned with their audience.

Solution

The final animated explainer helped distill BWAP’s mission into a format that was easily shareable across digital channels. Designed to educate and inspire, the video became a tool for both marketing and outreach—showing how a single backpack can lead to real impact.