Optimizely out-of-home ad campaign

Role: Co-Lead Designer

In the spring of 2023, Optimizely launched its very first out-of-home ad campaign in New York City. With this major brand awareness opportunity, the company introduced its new mantra, “Move fast and make things” – a play on the commonly known phrase, “Move fast and break things.” The full campaign manifesto presents a solution; that with Optimizely, you can move fast while still maintaining high-quality content and customer experiences. This mantra was especially true for myself and the rest of the team, as we only had three months to execute this massive campaign, starting from ground zero. The final outputs showcase humorous and relatable experiences when working in the corporate world. The campaign lockup and pattern design use fragments of the company’s logo but are reconstructed in a way that mimics the look of building blocks– symbolizing the idea of creating and scaling content.