+ KIDS HEART CHALLENGE
+ CREATIVE DIRECTION
+ CHARACTER DEVELOPMENT
+ KIDS HEART CHALLENGE + CREATIVE DIRECTION + CHARACTER DEVELOPMENT
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For nearly 50 years, the American Heart Association’s Kids Heart Challenge (KHC) has partnered with schools nationwide to promote heart health, teach lifesaving skills, and inspire lifelong habits. As the Creative Director for the School Engagement team, I led the creative vision across print, digital, and product design—guiding designers, copywriters, developers, and animators to deliver cohesive, emotionally resonant campaigns. Collaborating closely with executives and marketing leads, I ensured each annual campaign reflected the heart of AHA’s mission while engaging millions of students in a fresh, inspiring way.
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How do you create a unified, exciting experience for millions of students across the country—each interacting through unique school programs, digital platforms, and regional events? The challenge was to develop a cohesive brand system that delivered consistency and excitement at scale. The goal: connect design, messaging, and storytelling across every touchpoint—introducing characters, gamification, and rewards that made heart health heroic and fun.
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I directed creative execution across all channels—from educational print materials to digital experiences and national fundraising campaigns. Leading a multidisciplinary team of designers, developers, copywriters, and animators, I cultivated a collaborative and inspired creative culture, ensuring each contributor understood how their craft shaped the overall story.
Each year, I introduced new concepts and characters that deepened emotional connection and reimagined the look and feel of the program. I also designed collectible thank-you gifts, streamlined materials for teachers, and developed visual systems that made the campaign more modern, inclusive, and engaging.
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Under my creative leadership, Kids Heart Challenge redefined how health education could be both fun and impactful—translating creativity into measurable success:
Achieved record-breaking fundraising, including a nearly $22M year-over-year revenue increase through the introduction of “Mystery Gifts.”
Expanded national reach, recruiting over 3,500 new schools to join the program.
Elevated brand consistency across digital and print experiences, strengthening trust and recognition.
Inspired a new generation of heart heroes, proving that creative storytelling can drive both purpose and performance.
Role
Creative Director + Illustrator
Project
Campaign + Character Development
Animation + Video
CRM Studios
Years Active
2020-2025
Join the KHC Lifesavers League
2025–2026 brings the launch of the Lifesavers League—a team of super pups inspiring kids to build healthy habits. From choosing water over sugary drinks to getting families moving, the campaign makes daily wellness fun and engaging. Partnering with the NFL Foundation, this year’s Kids Heart Challenge adds extra excitement while driving real impact in schools and communities.
Let the Games Begin
2024–2025 kicked off with the launch of Life’s Essential 8 for Kids, turning assemblies into high-energy game shows—part Family Feud, part Double Dare. Students tested their heart health knowledge, tackled quick physical challenges, and explored new Thank-You Gifts. The result was learning, laughter, and plenty of movement.
KHC Celebration
2023–2024 marked the American Heart Association’s 100th anniversary, celebrating a century of lifesaving research and impact. To honor this milestone, the Kids Heart Challenge brought commemorative kickoff assemblies to schools nationwide, where students and educators celebrated past achievements while being inspired to carry heart health and scientific progress into the future.
Be the Torch
2022-2023 year’s campaign carried a spirited message: Be the torch! Students were inspired to practice heart-healthy habits and spark positive change, while School Engagement Directors fueled the excitement with inflatable torches for early registrants. The simple, low-cost idea became a must-have—and drove record-breaking registration for the Kids Heart Challenge.
Jump on Board
After the long pause of the COVID era, people were more than ready to get out of the house and reconnect with the world. So, we dreamed up a surreal adventure—one that let students and educators travel through the open roads of our beautiful country while picking up powerful tools like mindfulness, breathing exercises, and the magic of kindness along the way.
