I led the creative direction and microsite design for the Stop Sickle Cell initiative, translating a complex, system-wide story into a clear and compelling digital experience. The site is built around a 360 degree Versiti narrative, connecting blood donation to research and ultimately to patient impact within the community. Through a structured blend of storytelling, typography, and layout, the experience brings together donor, researcher, and patient perspectives into a single, cohesive system. Handwritten signatures and curated quotes from each participant are woven throughout, adding a layer of authenticity and human connection to the digital framework.
At the center of the campaign is a narrative-driven video designed to anchor the experience and bring the story to life. I conducted and shaped interviews with patient James Griffin, donor and advocate Nicole Potts, and researchers Phil Doeffler and Prithu Sundd. By weaving together their perspectives, the piece illustrates the full arc from donation to discovery to patient outcome, reinforcing the broader campaign message through real voices and lived experiences.
