This project was created to promote UPMC Health Plan’s LGBTQIA+ affirming provider search experience and increase awareness around inclusive, accessible healthcare resources for members. The campaign includes a static social post, carousel ad, and motion-based video concepts designed to guide users through the provider search process while reinforcing feelings of safety, support, and representation.

The goal of the campaign was to simplify access to affirming care while positioning UPMC Health Plan as an inclusive, member-centered healthcare brand. Through educational messaging and approachable visuals, the creative helps users feel empowered and confident navigating healthcare resources tailored to their needs.

Corporate, Branding, Social Media, Storyboarding in Illustrator to create illustrations used to be animated with the video team at UPMC Health Plan.

The visual direction combines bold digital branding with warm, inclusive illustration styles to create a welcoming and modern experience. Using UPMC Health Plan brand colors, the design brings energy and visibility to the campaign while aligning with LGBTQIA+ representation and celebration.

Illustrated characters, expressive iconography, and rounded graphic elements create a friendly and human-centered tone that feels approachable to the viewer. Mobile UI mockups were integrated throughout the designs to visually demonstrate the provider search experience and make the process feel intuitive and accessible.

Role: My role was designer for all assets.

UPMC Health Plan