Est.2017
Restart.US
Visual identity
Messaging
Strategy
Overview
Restart.US is a non-profit organization advancing public health through research, policy, and strategic communications. As part of the UW Communication Leadership graduate program, I partnered with Restart.US to lead the design of bilingual campaigns supporting Washington state's COVID-19 response, including vaccine education, and One Vax Two Lives, a maternal health initiative addressing vaccine misinformation among pregnant and nursing individuals.
Challenge
How can design build trust, combat misinformation, and drive action during a public health crisis?
Outcome
I designed and optimized bilingual campaign assets while developing the One Vax Two Lives visual identity and supportive assets. The work helped advance public health initiatives across Washington state and supported research later published in medical journals.
Role
Led design, brand development, and creative strategy for statewide public health campaigns.
Team
Timeline
03/21 - 12/21
Tools
Illustrator
COVID Prevention & Vaccine Education
Goal
Increase mask-wearing and vaccination uptake through trusted, culturally relevant messaging that resonated across Washington's diverse communities.
Key insights
1.5M
Total Washington residents reached
127K
Spanish-speaking residents reached
11.8M
Total campaign impressions
3.8%
Increase in vaccine awareness
Social media assets
Life study learnings
We launched 88 unique ads across Facebook and Instagram through the Restart.US accounts.
The 25 top-performing ads generated 5.9 million impressions, accounting for nearly half of the total campaign impressions.
Those same top-performing ads drove more than 13.8K engagements, including reactions, comments, shares, and views.
Humorous and playful creatives represented 20% of our top-performing ads, highlighting the power of approachable messaging.
Community-driven messaging accounted for 28% of our top-performing ads, reinforcing the importance of shared responsibility during a public health crisis.
One Vax Two Lives
Goal
Increase vaccine confidence among pregnant and nursing individuals through clear, and evidence-based communication.
Brand assets
Design approach
While the visual identity I designed established a recognizable foundation for the One Vax Two Lives initiative, the individual social posts intentionally prioritized clarity and accessibility over brand visibility.
In a landscape saturated with COVID-19 misinformation, our focus was to communicate trusted evidence-based health information, not to promote the organization behind it. This approach allowed the expertise of both the UW Communication Leadership program and the UW School of Medicine to strengthen the campaign’s credibility without distracting from the educational message.
Social media assets
Media coverage
The impact of One Vax Two Lives extended beyond social media. The campaign contributed to peer-reviewed medical research examining vaccine confidence among pregnant individuals, was featured by the UW Communication Leadership program, highlighted by UW Medicine, and covered by KING 5 for its efforts to combat health misinformation. Together, these recognitions reinforced the campaign's role as both a public health initiative and a research-driven communications effort.
The Gray Journal (AJOG)
07/2022
One Vax, Two Lives: A social media campaign and research program to address COVID-19 vaccine hesitancy in pregnancy
Explore the full publication
UW School of Medicine
01/2022
One Vax, Two Lives: Making the case for vaccination on social media
King 5 Seattle News
01/2022
UW doctor fights COVID misinformation targeting pregnant women
UW Comm Lead Program
11/2022
Students run campaigns to address vaccine hesitancy in pregnancy
Reflection
Designing for behavior change requires more than just clear visuals: it requires understanding the people we’re designing for.
Trust is built through consistency, accessibility, and empathy, especially when communicating complex and/or sensitive information.
Data is most valuable when it informs iteration. Performance insights helped us shape our creative decisions throughout both campaigns.
Effective design isn’t always about increasing brand visibility. Sometimes the strongest solution is one where the message (not the brand) takes center stage.
Cross-functional collaboration leads to stronger outcomes. Partnering with physicians, researchers, and communication strategists reinforced how diverse perspectives create more thoughtful, credible, and effective solutions.
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