Facebook/IG story graphics for prizes at our booth
Facebook/IG story graphics for free coffee and waffles at our booth
Athletico Physical Therapy
2024 CSM Conference
For the 2024 APTA CSM Conference, Athletico's social media campaign earned a 2024 Graphic Design USA Health & Wellness Award. My contributions to this project focused on creating engaging and visually appealing social media graphics that resonated with our audience.
My Contributions:
- Facebook/Instagram Stories: I designed a series of stories that highlighted exciting prizes available at our booth, along with interactive virtual pickleball courts. These graphics were designed with a pattern inspired by a pickleball racket, matching the aesthetic of our booth (which also won a GDUSA award).
We incorporated the design of our booth into the visual look of our social graphics. We used a grid pattern to compliment the pickle ball court we installed in our booth. This pattern was also used on the booth's siding. The type treatment is also consistent with our booth design.
These designs helped strengthen Athletico's presence at the conference, encouraging participation both in-person and online.
Results:
Aside from the previously mentioned award, we saw 62,584 social impressions and 6,798 engagements over the lifetime of our campaign. Both numbers were an increase from 2023. This was accomplished through graphics, videos, user generated content, and brand partnerships/content swap.
Social Revamp
Our brand & content team is always tracking metrics, as well as brainstorming for upcoming social content. Each month, each team member creates mood boards of inspiration for the key focuses of the month (see above). We come together and talk about our ideas. The following projects are examples of social projects that I pitched and was given the green flag to design.
Patient of the Month Template
Each month, Athletico honors our Patient of the Month on social media. Until this renovation, we were using a three year old template which was a simple JPG photo of the patient with their name on the bottom. This post was declining in engagement drastically each month.
Our new CEO has encouraged us to "do less, better." That got me thinking about areas that we could improve by updating templates. I thought that Patient of the Month would be much more engaging as an animation; we usually see better metrics on animations and videos. I pitched the idea at a team meeting and was given the green light to create the animated template.
I knew that I wanted to find the audio first and let that drive the animation. Having wave-forms to animate to makes it feel more cohesive.
From a design standpoint, I took inspiration from Apple's animation style. The way that they animate quickly, but subtly, and focus on simple type on clean backgrounds would work well within our brand.
In order to make this easily editable for reuse each month, I used expressions and controllers. This allowed names and photos to be swapped without any re-animating. Updating the template composition automatically updates the compositions for the Facebook, Instagram, and Instagram Story templates.
The new animation was a success. Metrics greatly increased from recent months, and the project received great reception from Athletico's leadership team.
World Mental Health Day 2024
When I created this animation, rubber hose style characters were trendy on social media. I felt this could be an effective trend to tap into for World Mental Health Day because of its fun, playful nature.
The story features two flowers: one neglected, aged, and droopy, while the other starts as a small seed.
The animation contrasts the vitality of care versus the consequences of neglect, emphasizing the message: "Nurture the mind to see it flourish." The playful rubber hose aesthetic and the dynamic, expressive characters help deliver an engaging and impactful message about the importance of mental health care.
Like most social graphics that we create, the turnover for these being due was very quick. To save time, I opted for using face styles from Adobe Stock as a starting point. This allowed me to not only save time on digital illustration, but it allowed the animation style to be more rigid, which saved time on animating facial expressions.
I opted to prioritize animating the blossoming of the pink flower, the decay of the purple flower, and the type treatment of the word "flourish".