Planned Parenthood
Planned Parenthood partnered with our team to develop a campaign highlighting their services for providing a medication that helps prevent HIV infection within the gay male community. The goal was to create work that felt approachable, affirming, and trustworthy while reflecting Planned Parenthood’s core values of privacy, respect, and care.
Art Director/Designer: Photoshoot, Campaign Elements, Social, Print, Guidelines
My Role
CD: Ethan Allen Smith
Photographer: Laura Stull
Copywriter: Allison Burke
Prop Styling: Amy Rosko
Credits
To ground the campaign in real experience, my team and I conducted interviews with men in the local gay community to better understand what messaging would feel inviting rather than clinical or stigmatizing. Those conversations revealed a desire for honesty, humor, and a sense of ease when talking about sexual health.
Guided by that insight, we leaned into the idea of the uncomfortable joy that often accompanies exploring sexuality. I helped develop a creative concept that balanced playfulness with sensitivity, using tone, visuals, and language that felt authentic and nonjudgmental. The focus was on meeting people where they are and making the information feel accessible without losing credibility.
The final campaign presented sexual health in a way that felt human, respectful, and engaging. By centering the voices and experiences of the community it was designed for, the work helped Planned Parenthood communicate an important service with warmth and clarity. The project stands out to me as a reminder of how thoughtful research and empathetic design can help reduce barriers and foster trust.
