Role
Creative Director
Services
Campaign theme and messaging
Visual identity and design system
Print collateral
Digital assets
HR toolkit and templates
Agency
ROI Communication
Overview
Adobe needed a compelling way to guide employees through open enrollment and make sure they actually engaged with the benefits updates. I developed the campaign theme “It’s your life… Live it up!” and built a complete visual identity and design system around it. The same system ran across every touchpoint — print, digital, and email — giving HR a consistent, ready-to-use toolkit for one of its most high-stakes annual rollouts. The campaign drove a 10% increase in enrollment, a 30% lift in benefits site traffic, and a 90% employee satisfaction rating on clarity.
The Challenge
Open enrollment is high stakes for HR and easy to get wrong. When the design is inconsistent or the materials are hard to follow, employees disengage — and the consequences show up in enrollment numbers. Adobe needed more than updated materials. They needed a campaign identity that could hold together across multiple channels and make complex benefits information feel approachable enough to act on.
The Approach
I started with the theme. “It’s your life… Live it up!” was designed to shift the frame from obligation to personal relevance — the benefits exist for employees, not the other way around. That framing shaped every creative decision that followed: the photography direction, the typography, the color system, all of it oriented around warmth and clarity rather than corporate utility.
From there I built a design system that HR could run with independently. That meant applying the identity across benefits guides, emails, print mailers, digital banners, and video templates — then delivering a toolkit with enough flexibility that the team could adapt it for future campaigns without starting from scratch each time.
The Results
The campaign gave HR a foundation that held up across one of its most complex annual rollouts. Enrollment increased 10% year over year. Benefits site traffic rose 30%. And 90% of employees said the communications were clear and easy to understand — which, for open enrollment, is the number that matters most. The design toolkit continues to support HR campaigns beyond the original rollout.
Kudos to my team
Mark Briggs, visual designer
