case study

Patient Engagement Campaign Support, Visual Identity Exploration, and Illustration for Rett Syndrome Education and Awareness

  • Families affected by Rett Syndrome often experience emotional isolation, uncertainty, and limited visibility in mainstream healthcare storytelling.

    The challenge was to create a campaign experience that felt:

    • hopeful without minimizing reality

    • emotionally supportive rather than clinical

    • engaging and educational for both caregivers and patients

    • accessible across multiple age groups and abilities

    The campaign needed to extend beyond awareness alone and create opportunities for participation, imagination, and shared family engagement.

  • Transform educational healthcare content into an emotionally engaging experience ecosystem centered around:

    • possibility

    • visibility

    • participation

    • and caregiver connection

    Rather than focusing solely on medical information, the “What if we Can” campaign and RettRevealed.com aimed to create moments of joy, empowerment, and emotional resonance for families navigating daily life with Rett Syndrome.

    The Magnolia’s Guide to Adventuring docuseries was filmed and directed by award-winning TV producer AJ Tesler and supported by Acadia Pharmaceuticals, yielding high production value, celebrity guests like Tony Hawk, and interviews on the Drew Barrymore Show.

  • Representation creates emotional possibility. Seeing families affected by Rett Syndrome living fully and joyfully creates emotional validation and expands perceptions of what is possible for patients and caregivers alike.

    Participation and accessibility deepens engagement. Supportive educational experiences become more meaningful when audiences are invited to actively engage rather than passively consume information.

    Small creative touchpoints can carry emotional weight. Accessible, educational companion materials featuring playful illustrations and use of adaptive devices allow patients to see themselves represented across communications.

TonyHawkMagnolia.png

Experience design system

  • Story-Driven Disease Awareness Content

    “Magnolia’s Guide to Adventuring” centered around real families experiencing meaningful activities and adventures together, helping audiences emotionally connect through lived experience rather than clinical messaging. “What if We Can” is the rallying cry featured on the Disease State Education campaign and website RettRevealed.com, where patient and caregiver stories, along with resources can be accessed.

    Short clip of Tony Hawk episode of Magnolia’s Guide to Adventuring featured above.

  • Companion Activity Experience

    The inclusive accompanying activity book “Magnolia’s Guide to Adventuring” encouraged patients and caregivers to continue engaging with the campaign at home through guided participation, imaginative prompts, and shared activities. Families were encouraged to share their experiences on social media using the hashtag #RettRevealed and #WhatIfWeCan.

    Select spread of the activity book featured below.

  • Playful Illustration System

    Custom illustrated stickers and supportive visual elements included with the activity book introduced warmth, delight, and a hands-on aspect to the educational experience, while maintaining visual continuity across touchpoints.

    Select sticker illustrations I developed featured below.

  • Cohesive Visual Identity

    Created the Rett Revealed logo design and system, supported in visual identity exploration and execution, and produced bespoke illustrations for the campaign. These elements balanced optimism, clarity, and emotional warmth while supporting consistency across digital, social, and print environments.

outcome

The inspiring “Magnolia’s Guide to Adventuring” campaign received widespread critical acclaim and industry recognition:

Manny Awards: Named a finalist for Best Influencer Marketing Campaign.

Won Gold Bulldog PR Award for Best Diversity & Inclusion Initiatives Campaign in 2025

Fierce Pharma Marketing Awards: Won Best Online Video or Film.

Won additional Gold Bulldog PR Award for Best Use of Video/Multimedia in 2025

REFLECTIONS

My approach to creative direction focuses on:

creating engaging and accessible participation-centered communication

balancing warmth, clarity, and strategic cohesion to create award-winning work

curating visually and emotionally inviting campaigns that connect with patients

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