Connecting People
to Their Purpose
Americorps
With volunteerism at an all-time low and only 34% of Americans aware of AmeriCorps, the challenge was clear and make service feel meaningful, relatable, and worth joining.
I helped build a unified brand platform and visual system that put real people and real impact front and center. From A/B message testing and a creative direction guide to social media carousels, ad lobs, and digital banner ads, I helped shape creative that connected emotionally and visually while turning awareness into action.
By combining project showcase videos with digital and out-of-home advertising, our campaign helped AmeriCorps boost visibility and impact, driving 1.5+ billion impressions, an 844% surge in website traffic,
and a 63% increase in NCCC applications
Stepping into Art Direction
As part of the AmeriCorps campaign, I supported A/B message testing for digital ads before stepping into an on-site art direction role. I first shadowed my Creative Art Director during the AmeriCorps Seniors video shoot in Kentucky, then independently represented our team in Prescott, Arizona, directing the NCCC video shoot and ensuring creative consistency across campaign visuals.
