Breathe Easy Early Branding, Web design & Digital Campaign

Role: Brand identity, UX design, illustration direction, A/B testing, toolkit development, stakeholder collaboration (Hello Amigo)
Team: Creative Direction - Armando Alvarez | Copywriting - Angie Kimmel | Development & Paid Media - Brandon Silverstein

Overview

Breathe Easy Early is a national pediatric asthma clinical trial led by the University of Arizona. The study aimed to recruit families across six U.S. regions to explore an asthma prevention treatment for young children. The brand and campaign needed to connect with diverse parents and caregivers, build trust in a complex medical decision, and meet strict scientific and regulatory standards, all while driving enrollment at scale.

Approach

I co-led the creative direction and developed a scalable visual identity designed to balance medical credibility with warmth and accessibility. This included the name and logo, a bright and reassuring color system, playful yet legible typography, and a flexible illustration library featuring a mascot, children, and joyful patterns.

I designed a parent-centered website with clear pathways, accessible layouts, and simple language to make clinical information easier to understand and act on. To support recruitment across regions, I created A/B-tested digital ads, landing pages, and a modular toolkit that allowed local partners to customize creative for their audiences while maintaining brand consistency. I also collaborated closely with the university research team and regional enrollment partners to ensure alignment and trust across all stakeholders.

Impact

  • 4,000+ qualified leads generated for the clinical trial

  • 33% increase in conversions during targeted campaign periods

  • 53% decrease in advertising costs and 65% reduction in cost per lead

  • Scalable system expanded awareness and enrollment across all six trial locations

  • Successfully bridged emotional reassurance and scientific clarity to support families during an important health decision

This project reinforced my belief that thoughtful design can make clinical research more approachable and support families in navigating complex health choices with confidence.