American Cancer Society

I was brought on to lead creative development for the annual Relay For Life campaign, with the objective of modernizing the organization's visual identity while honoring the legacy of one of the nation's longest-running charitable initiatives. The primary challenge was introducing a fresh, contemporary creative direction for a well-established brand with decades of history and audience recognition. To achieve this, I developed an updated visual language featuring a refreshed color palette, bold design elements, and a more vibrant, energetic storytelling approach that reimagined how Relay For Life was presented across digital platforms. I led the campaign's creative strategy from concept development through post-production, creating the overall visual direction and remotely editing all campaign content. The result was a modernized campaign that increased visual engagement while remaining authentic to the organization's mission, community, and impact.