Children’s Hospital Los Angeles

Pride Month Campaign

Brief

Design a social media campaign for pride month that engages new audiences raising awareness for the healthcare services provided by the Division of Young Adolescent Medicine (DAYAM). Avoid the all too common rainbow washing.

Problem

With their free healthcare services underutilized, they were at risk of loosing $1M in grant funding.

Existing Content

Existing marketing and social media content wasn’t engaging new audiences, specifically LGBTQ+ demographics. Each post was reaching 500-1,289 people. However, this new service for Queer young adults offered by the DAYAM was essentially going unnoticed, low reach and engagement lead to low conversion.

Solution

Designed a pride month campaign series that would get promoted by the algorithm for it’s frequency while educating audiences what each letter in the LGBTQ+ acronym stands for. Engaging people who identify as Queer in the series.

Day 1

Day 2

Day 3

Day 4

Day 5

Day 6

Day 7

Design Process

Scaling the Campaign to Optimize for Social Touch Points

Users social time are split between posts and stories. With that in mind, I scaled the campaign to engage people at each social touch point where they spend their time.

Banners

Designed the marketing kit so the CHLA team was able to also distribute the same social media campaign identity across their newsletter, website, press release, Medium, using the hero art.

Results

Co-lead the pitch team and presented our results to the funding stakeholders: We secured $1M in grant funding over the next 5 years.

Increased social media reach engaging and converting new leads. Previous campaigns reached an average of 1,210 people, whereas, the new campaign reached over 12,325 people. New leads increased from 9 per month to 33 per month.

Maserati

Marketing Campaign Design in Figma

Brief

Design campaign for the Maserati annual Winter Sales Event.

Problem

Design mobile & web assets in Figma under high pressure marketing deadlines, revising with stakeholder feedback.

The Maserati company switched all their designs from Adobe to Figma. Allowing them to reduce friction and increase their dev team build times. However, the current design team lacked the expertise in Figma to deliver. They needed to onboard a designer who could work in Figma and deliver the design assets fast. I delivered. Working at the speed of light.

Solution

Results

The dev team was able to reduce campaign deployment time from 8 hours of coding and testing to 3.5 hours.

Delivered design assets ahead of schedule. Gaining approval of stakeholders, and working in revisions. Worked collaboratively and iteratively throughout each sprint cycle to deliver high fidelity mocks in Figma.

Pokémon

Type + Pkm

Brief

Using Adobe Illustrator create a design that incorporates: Typography, positive affirmation, and Pokémon.

Problem

Most Pokemon art and design campaigns do not use typography well.

This project centers the two in harmony.

Solution

Swiss grid system, 8 base unit, every typographic element is proportional to the artwork and joyful rounded and bubbly font to match the mood of the game.

The font is rounded with curvatures and bubbly joy much like the Pokémon characters. This font pairs perfectly with the joyous energy and dynamic pose of Squirtle.

Results

Increased engagement with gamer and typography communities.

By crossing design, typography, and gaming culture, I was able to successfully engage audience from different cultures.