My Role: Campaign Concept and Design
I was thrilled to lead a project designed to guide expecting parents through the critical weeks leading up to birth. It’s an overwhelming time, and if my work can help make the experience feel even a little less daunting, I’m all for it.
After conducting a thorough competitive analysis of content sent to expectant parents, I aimed to distinguish our brand’s look and feel from others. Recognizing that some pregnancy-related topics can be sensitive or complex, I developed a flexible branding system that could span across the entire email series, using varied assets unified by a cohesive visual identity. You can find my brand guide for this series below.
After establishing the cohesive look, my focus shifted to sourcing user-generated content (UGC) and stock imagery, guiding the illustration style, and collaborating closely with a talented illustrator (Hilliary Alway) to create scientific illustrations and icons for the series. I was responsible for creating blog, email, and social media assets.
To ensure this campaign felt authentic, I incorporated real-life pregnancy experiences from the Lovevery community, carefully curating user-generated content.
Email and Blog Assets:
Managed the illustration process from concept to execution, providing art direction to ensure the visuals aligned with the campaign’s vision and communicated value clearly to users
