For Caregiving, a PBS documentary executive produced by Bradley Cooper, I led the key art and campaign design with a focus on warmth, humanity, and connection. The subject matter is deeply personal, so the visual identity needed to feel inviting rather than clinical. The artwork centers on layered rings of color with reaching hands forming a continuous loop, representing support, shared experience, and the idea that caregiving moves in cycles throughout our lives.

From the start, the system was built to be modular. This campaign needed to live everywhere: broadcast, live events, press moments, social content, and large-scale outdoor placements. The design scales cleanly across all of those environments while keeping its emotional tone intact and remaining instantly recognizable.

The campaign rolled out nationwide, appearing on broadcast and streaming promotion, event and stage backdrops, PR and press materials, outdoor and transit advertising, and social and digital media. It became the visual thread for the project as it traveled from the United Nations in New York to a segment on the TODAY Show, along with screenings, conversations, and panel events across the country.

Ultimately, the design gave Caregiving a warm and human presence in every space it appeared. It helped set the emotional tone, supported the storytelling, and created a cohesive identity for a project centered on empathy, resilience, and community.