Muscular Dystrophy Association:
75 YEARS OF LEGACY, impact, and momentum
An integrated nationwide campaign launched by the Muscular Dystrophy Association (MDA), marking MDA’s 75th anniversary. Built around the theme "Legacy. Impact. Momentum," the campaign celebrates decades of medical breakthroughs while accelerating awareness for ALS and over 300 rare neuromuscular conditions. The visual identity bridges the organization’s black-and-white origins with a vibrant, forward-looking color palette, symbolizing a progression from darkness to possibility and how MDA has moved through eras of progress. The campaign drove public engagement across national television PSAs, digital platforms, social media, and community fundraisers.
My Involvement
Working under the direction of two Creative Directors, Carl Nielson and Cecile Bennett, I took the foundational concept and shaped it into a comprehensive multi-channel visual system. As the primary designer responsible for executing and scaling the campaign’s visual identity, I built out the master 75th anniversary logo from its initial concept into a full suite of logo variations and lockups. I helped develop the brand styleguide, core brand toolkit, and promotional collateral, including adlobs, launch graphics, social media graphics/headers, and print materials/merch. I also designed all the elements and assets for the dedicated anniversary web platform and integration into video.The campaign is featured by the 18th Annual Shorty Awards and Ads of the World.
