The Social Changery is a consulting company based in California that focuses on building campaigns that "Do More Good".
As the Creative Services Lead at The Social Changery, I spearheaded the Decoded brand's media campaigns across multiple platforms, including social media, display ads, billboards, and large-scale print. I helped to direct and conceptualize the website redesign and implemented a comprehensive rebranding strategy, enhancing our social media presence. My role also involved creating reports and presentations for diverse clients. For a major conference, I was responsible for designing the booth, developing marketing materials, and creating an academic session poster. My efforts resulted in a significant improvement in engagement metrics, tripling the projected target margins for media campaigns.
I worked on a report for The California Health & Human Services Agency (CalHHS) and the Children and Youth Behavioral Health Initiative (CYBHI).
Let's dive into the details...
The Social Changery -
Empowering Communities Through Design
Empowering Communities Through Design
Overview & Challenge
The Social Changery, contracted by the State of California’s County Health Department, collaborated with multiple counties, including San Mateo, Alameda, Marin, Monterey, and Contra Costa, to advance public health initiatives. A key focus was the Decoded Campaign, designed to improve health literacy and access to resources for underserved communities. The challenge was to create a cohesive brand identity and marketing system that effectively communicated critical health information across diverse populations while meeting the unique needs of each participating county.
Solution
I led the creative direction for the Decoded Campaign, overseeing the development of a unified brand identity, website design, and marketing assets. This included rebranding efforts to establish a modern, approachable look, as well as creating billboards, paid digital ads, and social media content to reach target audiences effectively. The redesigned website emphasized accessibility and user engagement, providing clear, actionable information to support the campaign’s mission.
Impact
The comprehensive design system elevated the Decoded Campaign’s visibility, driving increased engagement with public health resources across California. Cohesive branding and tailored marketing materials helped the Social Changery exceed program goals, supporting county-led health initiatives and strengthening connections with underserved communities. This work demonstrates the power of design in addressing critical health challenges and empowering communities.
