Website & Digital Activations

Role: Art Direction, UX Design
Agency: Edelman
Core Domain: Consumer Packaged Goods (CPG), Interactive Advertising, Dynamic Web & Social Ecosystems
User Journey Scope: Full Funnel (Social & Rich Media Interception → Interactive Game Engagement → Web Experience & Email Retention)

Executive Summary

During my tenure at Edelman, I served as the Art Director and UX Lead across Ben & Jerry’s digital ecosystem. The goal was to elevate the brand’s iconic personality through engaging, interactive, and playful digital touchpoints that captured consumer attention and drove brand affinity.

My responsibilities spanned concepting and executing end-to-end digital activations, including custom website experience assets, interactive gamified rich media ad units, Facebook social campaigns, and email marketing blasts. Additionally, I led proactive creative exploratory concepts that pushed the boundaries of Ben & Jerry’s digital brand presence.

Technical & Professional Scope

Categorization	Details & Competencies
Role & Focus	Art Direction, UX Design (Digital Ecosystem, Interactive Ad Design, Social & Email Assets)
Domain Scope	CPG / Food & Beverage, Interactive Gamified Advertising, Multi-Channel Digital Campaigns
Cross-Functional Stakeholders	Agency Strategy Leads, Copywriters, Frontend Developers, Brand Managers
UX/UI & Production Workflow	Gamified Rich Media Ad Design, Social Media Asset Production, Responsive Web Assets, Email Marketing UI
Target Audience	Dessert Enthusiasts, Brand Fans, Active Social Media Users
Lifecycle Stages	Interception (Gamified Rich Media & Facebook Ads) → Engagement (Website Experience & Interactive Play) → Retention (Email Blasts & Promotions)

Key Initiatives & Strategic Impact

A. Gamified Rich Media & Social Campaigns

• Interactive Ad Units: Designed engaging, playable rich media ad experiences that turned passive impressions into active gameplay for users.
• Social Media Advertising: Created targeted Facebook ad campaign assets aligned with Ben & Jerry’s signature tone and visual identity.

B. Digital Platform & Email Ecosystem

• Website Experience Assets: Designed responsive visual assets and UI elements tailored for the Ben & Jerry’s core web experience.
• Email Marketing: Developed promotional email blast layouts optimized for high engagement and brand retention.
• Creative Exploratories: Concepted forward-thinking, unused digital campaign frameworks to explore new modes of brand interaction.

Workflows & Governance

• Brand Playfulness & Authenticity: Maintained Ben & Jerry’s distinct voice, bold typography, and visual charm across every digital touchpoint.
• Gamified UX Optimization: Designed intuitive micro-interactions and gameplay mechanics within rich media display constraints to maximize user participation.