Building a campaign around opportunity
CNAP connects skilled nursing facilities with funding and resources to train the next generation of Certified Nurse Assistants. I led the art direction across a multi-channel campaign designed to make a complex program feel clear, approachable, and actionable creating a flexible visual system that could speak to both facilities and prospective CNAs across English and Spanish audiences.
Across the campaign
A flexible visual system carried the campaign across paid media, email, direct mail, and social adapting the message for different audiences and touchpoints while keeping the experience cohesive.
Built to move
Motion extended the campaign into social-first formats, using pacing, messaging, and platform-native behavior to make the work feel at home in the feed.
