Brief Conceptual campaign developed for the New York State Department of Labor during the early stages of the COVID-19 pandemic. The objective was to raise awareness of available services while 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.