The Heart Walk is the American Heart Association’s largest annual fundraising event, mobilizing millions nationwide to support cardiovascular research. As a national campaign with local execution, it required a scalable, flexible digital system that delivered a unified brand message while empowering local teams to engage their communities effectively through email, social media, and Salesforce-driven communications.

Deliver a national fundraising campaign that is consistent, engaging, and flexible—allowing hundreds of local teams to adapt messaging while maintaining brand cohesion. The system needed to scale across email and social channels, support annual themes, and meet accessibility standards, all while inspiring participation and ensuring creative quality.

As the Digital Design Lead/Senior Interactive Art Director, I led the UX/UI strategy and creative execution across email journeys, Salesforce integrations, and social media content templates. I unified designers, developers, and field teams around a shared vision, ensuring each annual theme translated consistently across touchpoints.

Key initiatives included:

• Scalable Design Systems: Modular templates for field staff enabled consistent yet locally customized campaigns across email, social media, and print.
  

• Branded Engagement Tools: Designed email templates and messaging frameworks to guide participants from sign-up to walk day.
  

• Campaign Art Direction: Directed visuals that combined bold design, accessible typography, and emotionally resonant storytelling across all communications.

• Supported $100M+ in annual fundraising revenue through clear, compelling messaging.

• Equipped field teams with efficient, on-brand tools that elevated local campaigns.

• Strengthened national brand cohesion while empowering grassroots engagement.

• Improved participant experience through intuitive design and emotionally resonant communications.