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PLANNED PARENTHOOD - I’m 4
CONTRIBUTION
Creative Direction ❋ Design Leadership ❋ Guest Journey Design ❋ Advocacy Storytelling ❋ Client Leadership ❋ Design Oversight
OVERVIEW
As Director of Design and head of the design department at R+P, I led creative direction for Planned Parenthood's multi-day NYC experience, created to raise awareness around recent defunding and make its real-world impact tangible, human, and culturally resonant.
I stepped in to lead the creative vision through concept development, then transitioned into broader creative and design oversight through production while remaining closely involved in client communications, key creative decisions, and design reviews. The experience welcomed influencers, talent, advocates, and the public, translating a complex and urgent issue into an engaging, high-impact physical experience.
SCOPE & CREATIVE LEADERSHIP
Stepped in to lead the overall creative vision and experiential direction
Translated campaign messaging into the guest journey and physical experience
Shaped key experiential touchpoints and how the story unfolded throughout the space
Provided senior creative & design oversight, contributing to client conversations and key decision-making
Guided the design team through production and execution, maintaining creative cohesion and quality through launch
AGENCY
ROCK+PAPER
PHOTOGRAPHY
Courtesy of ROCK+PAPER