As part of a friendly (and delicious) competition in Western Washington, Allrecipes joined Food Frenzy—an annual fundraising campaign where local companies compete to support Food Lifeline’s mission to fight summer hunger. The initiative focuses on feeding children during the summer months, when food insecurity peaks due to the absence of school-provided meals.
Created From Scratch
from concept to rollout
Engagement Over the Previous Year
I was asked to design campaign materials to boost awareness and engagement among Allrecipes employees. I took this a step further—developing a unified visual identity system to give the campaign clarity, energy, and emotional impact.
Some employees were already passionate about volunteering, while others had little exposure to Food Lifeline’s mission. The visual identity needed to resonate with both audiences—building internal momentum while showcasing Allrecipes' commitment to community and social good.
Creative Strategy · UX/UI Design · Email Production · System Building
This was more than designing a campaign—it was about building a brand experience from the ground up. I created a bold, vibrant system that reflected the spirit of giving: energetic colors, approachable typography, and playful yet purposeful illustrations. Every piece worked together to deliver one message: Let’s make a difference in children’s lives—together.
The refreshed brand identity helped increase participation, drive internal excitement, and deepen Allrecipes’ cultural connection to its community values. It delivered not only a strong creative showing in the Food Frenzy competition—but a measurable boost in employee engagement and collective pride.
brand campaigns. From concept to execution, I balance design integrity and storytelling—delivering work that connects with people and moves them to act.
