Role
Creative Director
Services
Visual Identity
Digital Assets
Print Collateral
Toolkit
Agency
ROI Communication
Overview
Adobe needed a compelling way to guide employees through open enrollment and ensure they engaged with important benefits updates. I developed the campaign theme “It’s your life… Live it up!” and created a bold visual identity and design system around it. The unified approach gave HR a cohesive look and feel across every touchpoint—print, digital, and video—making complex information clear and engaging. The campaign helped drive a 30% lift in benefits site traffic, a 10% increase in enrollment, and strong employee feedback on clarity.
The Challenge
Open enrollment is high stakes. Confusing design or scattered materials can leave employees overwhelmed and disengaged. Adobe needed a campaign identity and theme that could unify multiple communications channels, simplify information, and encourage employees to take action with confidence.
The Approach
I built a campaign identity that turned enrollment into a clear and engaging experience:
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Theme Creation: Developed the central message, “It’s your life… Live it up!”, to inspire energy and personal connection.
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Visual Identity: Designed a system of typography, color, and imagery that made the campaign approachable and easy to follow.
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Consistency Across Channels: Applied the identity across benefits guides, emails, print mailers, digital banners, and video templates.
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Scalability: Delivered a toolkit HR could adapt and reuse for future campaigns.
The Results
The new theme and visual identity gave HR a strong, flexible foundation for one of its most critical rollouts:
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10% increase in enrollment year over year
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30% increase in benefits site traffic
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High employee satisfaction: 90% said the communications were clear and easy to understand
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Reusable system: The design toolkit continues to support future HR campaigns
Kudos to my team
Mark Briggs, visual designer
