A multi-channel campaign celebrating the power of personal storytelling, built to support Roxane Gay &, a curated essay series highlighting original voices and shared human experience.

Overview

Roxane Gay & is an Everand Originals editorial series curated by Roxane Gay, celebrating original voices and the deeply human stories that shape our experiences. The series invites readers to reflect, listen, and hold space for the truths of others—because each of us has a story only we can tell.

To support the launch and ongoing release of the series, my team and I developed a multi-channel campaign spanning product, marketing, editorial, and live experiences.

Role: Associate Creative Director
Timeline: 2024–2025
Team: Brand Director, Campaign Manager, Social Media Coordinator, and a small design team
Channels: Product surfaces, email marketing, social media, push notifications, landing pages, video, and live events

The Challenge

Launch and sustain interest in a monthly essay series curated by a high-profile author while maintaining a cohesive brand presence across multiple channels. The campaign needed to introduce the series and its mission while highlighting each contributing author and maintaining visual consistency across product and marketing.

Creative Strategy

To support the launch and ongoing release of Roxane Gay &, we developed a flexible campaign system that could scale across channels while highlighting each author’s voice. Working with the Brand Director and campaign stakeholders, I helped refine the Everand Originals design system into a modular framework adaptable for monthly essay releases, lifecycle marketing, social media, and event materials. I also art directed custom covers for each essay, collaborating directly with Roxane Gay and the contributing authors to ensure each piece felt visually distinct while remaining connected to the overall series.

Campaign Launch Event

The series debuted with Holding Space, a live conversation hosted at The Greene Space featuring Julia Turshen and Michelle Buteau alongside Roxane Gay. The event brought together readers, media, and members of the literary community for an evening centered on storytelling and shared experience. Campaign visuals, signage, and branded materials supported the launch, while recorded video and social promotion extended the conversation to a wider audience.

Campaign System

The campaign was built on a scalable visual system designed to support a year-long series of essay releases across product and marketing channels. I helped develop a modular framework that could be deployed across homepage promotions, email announcements, social media content, push notifications, landing pages, and event materials. A recurring typographic motif constructed from essay titles and author names served as a unifying visual element throughout the campaign. The layered text references the many voices represented in the series while creating a distinctive graphic texture that could adapt across formats while maintaining a consistent identity.

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Client comp work for a welcome kit.

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