Overview

The Heart Walk is the American Heart Association’s largest annual fundraising event, mobilizing millions nationwide to support cardiovascular research. As a signature campaign with national reach and local execution, it required a scalable digital system that could carry a unified message while empowering local teams to engage their communities effectively.

Creative Approach

As Senior Interactive Art Director, I led the UX/UI strategy and design execution across the Heart Walk’s digital ecosystem — including email journeys and content templates. Each year, a new campaign theme and tone shaped our approach, requiring adaptability and cohesive messaging.

A key focus of my work was building tools that could scale:

• I strategically designed and implemented a modular template system for field staff across the country, enabling them to market local Heart Walk events consistently across print, digital and social channels — all while aligning with national campaign standards.

• Created branded email templates and messaging systems to support participant engagement from sign-up through walk day.

• Art directed annual visual campaigns that translated across touchpoints — blending bold design, accessible typography, and emotionally resonant storytelling.

Solutions Delivered

• Redesigned the Heart Walk digital platform, including UI enhancements for improved accessibility and performance

• Built a comprehensive toolkit of templates and assets for field reps to quickly localize and deploy materials

• Developed email series and fundraising journeys, increasing participant engagement

• Ensured cross-channel consistency while allowing for local customization and flexibility

Impact

• Supported over $100M in fundraising revenue year after year through clear messaging

• Equipped field teams with efficient, on-brand tools that elevated their local marketing efforts

• Improved overall participant experience through intuitive UX and emotionally compelling design

• Strengthened national brand cohesion while enabling grassroots-level activation