Vitalant
Challenge
Engage a new generation of blood donors, particularly younger audiences, in a category where traditional healthcare messaging often struggled to capture attention.
Work
Led campaign strategy and creative direction across integrated donor initiatives, partnering with my designer to develop original concepts across paid social, digital, display, email, and video. The gaming campaign reimagined blood donation through the language and culture of gaming, creating a fresh entry point for younger donors while staying grounded in Vitalant’s mission.
Impact
The gaming campaign became one of the organization’s most enduring creative platforms. Four years later, Vitalant continues to use the campaign creative, demonstrating the concept’s effectiveness, relevance, and longevity in reaching younger donors.
For the homepage/card, I'd pull that into a very quick proof point:
4+ YEARS (2022- Present)
Campaign creative still in use
Building a Science-Backed Brand Experience for Amazon
Challenge: Create a clear, differentiated Amazon presence for MEND using an existing loose brand system while making its science-backed positioning more accessible to consumers.
Work: Led strategy, messaging, copy, and visual direction for MEND’s Amazon presence, developing a cohesive approach to product benefits, ingredient education, and clinical credibility.
Experience: Designed the complete Amazon Brand Store and A+ Content for MEND Perform, translating the strategy into an intuitive, visually consistent customer journey.
Impact: Established a stronger and more cohesive Amazon brand experience that clearly communicated ingredients, science-backed benefits, and product differentiation across the path to purchase.
Role: Brand Strategy · Creative Direction · Messaging & Copy · Amazon A+ · Brand Store · Visual Design
A+ Content
Brand Store
