Go Red for Women Digital Redesign & Brand Ecosystem

Role: Art Director & Solo Lead Designer
Core Domain: Healthcare Digital Transformation, Multi-Channel Brand System, Photoshop Component Libraries & Campaign Ecosystems
User Journey Scope: Full Funnel (Awareness & Education → Digital Engagement & Storytelling → Advocacy & Cause Conversion)

Executive Summary

As Art Director at Edelman for the American Heart Association (AHA) over a three-year tenure, I served as the sole lead designer responsible for the end-to-end UX architecture, visual design, and brand system across major national initiatives: Go Red for Women, Choose to Move, and Start.

Cardiovascular disease is the single greatest health threat to women, claiming more lives than the next three most common causes of death combined—including all forms of cancer. Go Red for Women was created to launch a national health movement leveraging the energy, passion, and collective power of women to eradicate heart disease.

Working as the hands-on designer across all digital touchpoints, I architected and designed narrative-first digital hubs and landing pages that put real women’s stories at the forefront. These platforms supported national media efforts, including NBC documentaries and motivational online short films, driving actionable heart-healthy commitments. To maintain brand consistency across separate program websites, I authored comprehensive brand guidelines in InDesign and created structured Photoshop component libraries accompanied by redline spec documentation and detailed requirements for development execution.

Technical & Professional Scope

Categorization	Details & Competencies
Role & Focus	Art Director & Lead Designer (100% Hands-On UX/UI, Visual Design, Branding, Spec Documentation)
Domain Scope	Digital Platform Redesign, Non-Profit/Healthcare Advocacy, Multi-Site Brand Systems
Cross-Functional Stakeholders	Edelman Account Leads, Copywriters, External Web Developers, AHA Program Leads
UX/UI & Production Workflow	Adobe Photoshop (Digital Layouts & Modular Component Libraries), Adobe InDesign (Brand Books), Developer Redlines & Requirement Specs
Impact & Reach	+20% Increase in National Awareness (34% → 54%), 1.4M+ Active Cause Sign-ups, $100M+ Raised for Life-Saving Research
Lifecycle Stages	Awareness (National Broadcast & Digital Film Hubs) → Education (Real Women’s Stories & Health Tools) → Conversion (Pledges & Program Sign-ups) → Advocacy (Community Action)

Key Initiatives & Strategic Impact

A. Narrative-First Digital Hubs & Landing Page Architecture

• Storytelling Digital Hubs: Hands-on designer for the primary digital destinations centering authentic women’s heart health journeys, transforming narrative content into engaging digital experiences.
• Multimedia & Broadcast Campaign Integration: Designed dedicated digital hubs and campaign landing pages to host and amplify NBC documentary features and online short films, guiding viewers directly to heart-healthy action steps.
• Measurable National Impact: Contributed to raising national awareness among women that heart disease is their No. 1 killer from 34% to 54%, driving over 1.4 million sign-ups and helping generate hundreds of millions of dollars in research funding.

B. Multi-Site Brand Governance & Photoshop Component Libraries

• InDesign Brand Guidelines: Authored comprehensive brand books and multi-channel style rules in InDesign, defining visual identities for Go Red for Women, Choose to Move, and Start across separate program sites.
• Modular Photoshop UI Libraries & Redlines: Built organized UI component libraries directly in Photoshop and delivered developer-ready redline specifications and requirement documentation to ensure pixel-perfect engineering across all web builds.
• Multi-Program Portfolio Management: Maintained visual distinction and brand coherence across three standalone program properties as the single designer leading all digital assets.

Workflows & Governance

• 100% Solo Design Execution: Handled all UX, visual design, layout creation, and brand specification independently without additional design staff or team management duties.
• Developer Hand-Off & Redline Specifications: Authored clear requirement documentation and redline measurements to translate Photoshop comps into functional, high-performing websites.
• Cross-Channel Campaign Support: Designed web destinations that mirrored offline, broadcast, and community-level awareness efforts across the three-year tenure.