BetterHelp’s Out-of-Home Campaign
BetterHelp’s inaugural out-of-home (OOH) campaign broke new ground as a bold, innovative initiative designed to amplify brand awareness in bustling, high-traffic environments. Spanning three major cities—New York, San Francisco, and Chicago—the campaign utilized a diverse ray of OOH formats, including billboards, digital street displays, and train ads, to deliver maximum visibility and impact.
As lead designer, I played a pivotal role in crafting visually compelling and emotionally resonant designs that embodied the approachable and human-centric energy of our main tagline, “Your Therapy Is Showing”. From ideation to execution, I spearheaded the end-to-end design process, including concept development and overseeing final asset delivery.
Creative Director: Jason Musante
Designers: Megan Atwater, Emily McCoy, Micaela Munoz
Copywriter: Caitlin Kramon
Design Concept #1: Bold simplicity
Our goal with this concept was to fuse trendy, bold graphics with simplistic designs that resonate with viewers and create a sense of relatability. The integration of cut-out effects and white hand-drawn elements introduced a unique human touch and a DIY charm, elevating the design's approachability while making it more engaging and effortlessly digestible.
Main Designer
Megan Atwater
Copywriters
Caitlin Kramon, Jason Musante
Design Concept #2: Authentic Joy
Our goal with this concept was to create a deeply human-centered design by showcasing authentic, joyous individuals embodying the transformative power of therapy. We aimed to inspire viewers to see themselves as the protagonists of these visuals, inviting them to step into the shoes of those featured. By highlighting imagery of people laughing and smiling, we sought to evoke a sense of magnetic, contagious energy—sparking a connection that resonates on a personal level and motivates viewers to imagine their own lives enriched by therapy.
Designers
Emily McCoy, Micaela Munoz
Copywriters
Caitlin Kramon, Jason Musante
