Creative Direction
Messaging
Social Art Direction
Motion Design
Established in tribute to Carnegie Corporation of New York's (now Andrew Carnegie Foundation) founder Andrew Carnegie, a Scottish immigrant who became an American citizen, the annual Fourth of July initiative recognizes naturalized Americans across the arts, business, science, education, public service, and other fields while raising awareness of the vital contributions immigrants make to American life.
There was an opportunity to build on that legacy with a more expansive digital presence, one capable of bringing the stories of its honorees to broader audiences, increasing opportunities for participation and sharing, and extending the visibility of the program beyond a press release.
I led the creative refresh of Great Immigrants, Great Americans, evolving the visual and social expression of a longstanding public awareness initiative.
In close partnership with our social media strategy lead and communications officer, I developed a bold identity designed for social platforms across collateral from a launch carousel to individual profiles, and created high-performing assets that invited influential honorees (including Jim Lee, Mo Amer, and Kareem Rahma) to participate in sharing their recognition with their own communities.
The result preserved the stature of a two-decade-old Carnegie tradition while creating more opportunities for its stories to travel, as well as to attract new audiences into Carnegie's sphere, extending awareness of the initiative, its honorees, and the contributions naturalized citizens make across American life.
Khafra Crooks, Daniel Um, Kelly Devine, Wilfred Chan, Catriona Whalley