Baxter/Baxalta Community Commitment Campaign

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KRISTIN SMITH

Agency Brand Launch

Marine Corps

OpenFrontier Brand & Campaign Launch

Novolyze Brand Refresh

Gray Construction Creative

ALA—United Against Book Bans

Baxter/Baxalta Community Commitment Campaign

About

KRISTIN SMITH

Agency Brand Launch

Marine Corps

OpenFrontier Brand & Campaign Launch

Novolyze Brand Refresh

Gray Construction Creative

ALA—United Against Book Bans

Baxter/Baxalta Community Commitment Campaign

About

Folder: Work

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Agency Brand Launch

Marine Corps

OpenFrontier Brand & Campaign Launch

Novolyze Brand Refresh

Gray Construction Creative

ALA—United Against Book Bans

Baxter/Baxalta Community Commitment Campaign

About

Our team partnered with the American Library Association to develop United Against Book Bans as a national advocacy campaign with a clear role inside ALA’s brand ecosystem. We began with a series of in-depth interviews with ALA leadership and members to align on goals, audiences, and sensitivities. To ground the work in real public sentiment, we supported the development of a national poll measuring attitudes toward intellectual freedom and book bans across the political spectrum. These insights shaped both the campaign’s positioning and its tone, ensuring it could engage supporters without alienating undecided audiences. From there, we designed a campaign brand that was energetic, accessible, and flexible enough to scale across partners, platforms, and geographies.

What We Delivered

· Strategic discovery and in-depth stakeholder interviews

· Public opinion polling to inform positioning and messaging

· Campaign naming, visual identity, and messaging framework

· Custom illustrations, animations, and logo animations

· A modular asset system, including a photo library, built for digital and print use

· Brand tools designed for adoption by national, state, and local partners