23andMe set out to discover where DNA could take people (literally and figuratively) by engaging consumers with their very first giveaway contest – The Golden23 Sweepstakes.

For this marketing campaign, I led the art direction and design of all in-house marketing pieces. I developed the visual toolkit that included logos, color palettes, and photography for the numerous marketing assets needed that our designers, marketing team, and external partners could use. 

The scale of this campaign required mutiple phases, each with their own unique digital and print creative pieces. Some of those include: a landing page, website heroes, site modules, sitewide banners, social media creative, digital and print ads, print mailers, and a giant DNA kit with branded swag for sweepstakes winners.

Partnering with companies such as Facebook and Lonely Planet allowed 23andMe to amplify the reach of the Golden23 Sweepstakes.

While my design team was working on in-house creative, an external agency was casting and filming the television commercial. Creating a visual language that would bring the two together to make them feel like one was the challenge.

Art Director and Designer 
Branding  ~  UI/UX  ~  Web Design  ~  Print Design  ~  Social

23andMe set out to discover where this would take people (literally and figuratively) by engaging consumers with their very first giveaway contest – The Golden 23 Sweepstakes.

For this marketing campaign, I led the art direction and design of all in-house marketing pieces. I developed the visual toolkit that inlcuded logos, a color palette, and photography for the numerous marketing assets would we create. While my design team was working on in-house creative, an external agency was casting and filming the television commercial. Creating a visual language that would bring the two together to make them feel like one was the challenge. The scale of this campaign required mutiple phases, each with their own unique digital and print creative pieces. These are just a few of them.