Built for motion
Play On reframes orthopedic care through the lens of how Los Angeles lives. Active, demanding, and always in motion. Set against the city’s year-round playground of ocean, desert, mountains, and urban terrain, the work positioned recovery not as an endpoint, but as a return to movement. I joined the project after concept development to lead design execution, translating the idea into a cohesive visual system across digital, print, and out-of-home. The campaign aligned with an evolving brand and delivered a 1300% increase in orthopedic site visits within two weeks of launch.
CHALLENGE
The challenge was executing a large-scale, multi-channel campaign during an active rebrand while maintaining clarity, consistency, and momentum. Stepping in after concept development, I was responsible for building the design system and producing layouts and mechanicals across all deliverables. In parallel, I worked closely with project management and external vendors, supported designers on the team, and ensured the work aligned with updated brand standards and launch timelines.
SOLUTION
I developed a flexible visual system that translated the Play On idea into a wide range of executions across digital, print, and out of home. By owning design from system thinking through final production, I ensured consistency, efficiency, and craft across every touchpoint. Strategic planning, hands on execution, and close collaboration enabled the campaign to launch seamlessly and perform at scale.
Essentials
Play On Campaign
Design lead responsible for translating the Play On concept into a complete visual system. Owned layout design, production, mechanicals, and execution across digital, print, and OOH while supporting team
Design Systems, Campaign Execution, Layout Craft, Production Design, Brand Alignment, Cross-Functional Collaboration
UCLA Health