Program to help teenagers identify healthy dynamics in a relationship.
RESPECTfully, developed by the Massachusetts Department of Public Health and MORE Advertising, offers resources to young people about healthy and unhealthy relationship dynamics. Although the program's first phase predated my tenure at MORE, I quickly took over as lead designer for the next five cycles.
From 2022–23, I spearheaded the 'Start Here' rebrand (phases 4–6), refreshing the brand to boost engagement with young men by incorporating gaming aesthetics. This approach required balancing appealing visuals with educational content to ensure the message was both engaging and informative. To support the rebrand, I redesigned the website, generated an out-of-home campaign, and created hundreds of static and animated social media posts.
The redesigned campaign generated over fifty million impressions across the three phases, and drove over 250,000 users to the website. This project showcased my ability to innovate within an existing brand and create impactful, targeted design solutions.
