Moves for Change

As the lead designer, I approached this campaign with the goal of authentically integrating p.volve’s brand values with a pressing social cause—racial justice. The problem was how to design an initiative that motivates user engagement beyond typical fitness challenges while ensuring the message felt genuine and impactful.

The challenge involved creating a clear, motivating framework that linked user activity (workouts completed) directly to measurable social impact ($10 donated per completion) and crafting visual and messaging systems that inspired participation without feeling performative.

I led the creative direction on the campaign’s visual identity and digital assets, emphasizing a balance between movement, empowerment, and activism. The solution leveraged clean, bold design elements paired with concise messaging to drive clarity and emotional connection.

The outcome was a community-driven campaign that successfully merged wellness and advocacy, mobilizing users to contribute to racial justice through active participation and reinforcing p.volve’s role as a socially responsible brand.