MNGI DIGESTIVE HEALTH ~ BRANDING
During my time at Level, we partnered with MNGI Digestive Health on multiple projects focused on promoting services and increasing brand awareness. The work below highlights a few of those projects, along with the challenges and creative solutions behind them.
MEANING BEHIND THE SCREENING
MNGI Digestive Health partnered with Level to increase colon cancer screening awareness within Minnesota’s Black community. I led art direction for this integrated campaign designed to feel culturally relevant, respectful, and empowering.
The work centered on a spoken-word–driven TV spot supported by transit, print, and digital executions, all unified by a bold visual system and an uplifting tone. The campaign extended into a Timberwolves partnership and was recognized with industry awards.
WE’RE COMFORTABLE TALKING ABOUT THE UNCOMFORTABLE
Digestive health is a sensitive topic, and many people delay care due to discomfort or embarrassment. For this campaign, I provided art direction for an awareness effort designed to normalize these conversations and encourage people to seek treatment.
The campaign targeted downtown Minneapolis commuters, using bold, light-hearted messaging across skyways, restrooms, and digital placements. The work expanded into CTV, streaming audio, display, and social, unified under the theme “We’re Comfortable Talking About the Uncomfortable.”
MNGI DOES THE FAIR
One of my favorite projects was a transit and on-site campaign for MNGI Digestive Health tied to the Minnesota State Fair. The work used light-hearted, approachable messaging across metro buses and fair restrooms to promote MNGI’s digestive care services and make uncomfortable topics feel more accessible.
