The key decision was to celebrate rather than warn. Instead of positioning vaccines as protection from danger, we positioned travel health as a mark of the savvy, experienced traveler — smart habits worth showing off. That insight became "Destination Healthy," a Facebook and Instagram contest inviting travelers to submit their best travel health tips for a chance to win a six-night trip overseas, supported by weekly email and SMS touches, community voting, and paid social targeting travel enthusiasts.

The engagement was structured in three phases so each could earn the next: build traffic and community around the contest; rebrand the platform and its content to hold the new audience — I created the brand identity, design system, and style guide, designed the homepage, and art-directed the site, with a teal, gold, and coral palette that evoked tropical destinations while keeping clinical credibility; then shorten the path to consideration by designing a direct route to the branded vaccine page and integrating live CDC and WHO outbreak feeds, which made the platform a genuinely useful resource rather than a brochure.

Mid-engagement, when the project was at risk, I stepped in to lead the client relationship directly — rebuilding trust through open communication and a strategic presentation pairing creative progress with projected ROI, which secured continued investment and an expanded scope.