Campaigns
Live to the Beat: A Heart Health Campaign Built on Empathy and Behavior Change
01 / The Challenge
The Challenge
Cardiovascular disease is the leading cause of death for Black adults, yet national prevention efforts often miss the mark on cultural resonance and personal relevance. The CDC Foundation asked us to help change that narrative.
02 / The Shift
The Shift We Made
We supported the launch of Live to the Beat, a national campaign that prioritized joy, self-efficacy, and small lifestyle changes over fear-based messaging. The brand struck a celebratory and empowering tone, making heart health feel not just possible, but personal.
03 / The Work
How We Did It
As Creative Director, I co-led campaign strategy and served as lead designer on all key visual assets, from initial sketches through final delivery across digital and motion:
- Helped shape the campaign’s identity, creative concepting, and tone in collaboration with the CDC Foundation’s marketing team
- Led design for 8 animated PSAs and supported a visual system for the Pulse Check decision-making tool and 11 campaign web pages
- Applied inclusive design and DEI principles across all visual products, from layouts to iconography and motion graphics
04 / What Happened Next
What Happened Next
Campaign framework and toolkits now used to inform other CDC Foundation efforts
05 / Why It Mattered
Why It Mattered
Live to the Beat showed what’s possible when design centers dignity. Every visual piece was crafted to feel welcoming, authentic, and actionable, building a relationship instead of a campaign.