Summary
The Client
LookDeep Health
Oakland, CA
Services
- Visual Design
- Digital Asset Production
- UX & Accessibility Consultation
Mission
Contributions
Lead the user experience strategy and visual design of digital assets across multiple channels. My work focused on creating social graphics and display ads that were both compelling and accessible, meeting WCAG 2.1 AA standards for contrast and legibility. I contributed to creative concepting, ensured UX best practices were embedded in every asset, and helped guide design decisions through performance-based iteration. Throughout the two-year campaign, we employed A/B testing across each phase — refining assets based on user engagement and click-through rates to maximize impact and drive users to key campaign pages.
Accessibility + Multicultural Considerations
Accessibility was a core part of the design process from the start. All digital assets were created with WCAG 2.1 AA compliance in mind, ensuring strong color contrast, clear typography, and scalable layouts across devices. In addition to visual accessibility, the campaign prioritized cultural and linguistic inclusivity. Because the initiative spanned both rural and urban areas across Illinois, creative assets were also translated into Spanish and adapted with culturally relevant motifs where needed — ensuring the messaging resonated across diverse audiences.
Campaign Outcomes
The campaign assets were deployed across Facebook, Instagram, TikTok, and Snapchat, helping to significantly expand IDOT’s digital footprint. Over time, performance data guided iterative refinements that improved overall campaign effectiveness — particularly through A/B testing that optimized creative based on engagement metrics. Click-through rates (CTR) increased phase over phase, and the campaign also contributed to a measurable boost in social media presence, including higher follower counts, increased post engagement, and more shares among key audience groups. Most importantly, the work succeeded in driving more users to visit campaign landing pages and interact with the educational content — fulfilling the campaign’s core objective of public safety awareness.
