Brief
Conceptual campaign developed for the New York State Department of Labor during the early stages of the COVID-19 pandemic. The campaign aimed to raise awareness of available services while also reframing the agency as approachable during a period of rising unemployment.

Approach
Designed a custom typographic system inspired by the idea of “decoding,” with letterforms gradually coming together to suggest information becoming clearer and more accessible. Built an integrated campaign platform spanning transit media, outreach materials, out-of-home placements, and a mobile app concept.