FRASER HEALTH
CO-OP DURATION: 8 MONTHS
Designed and created posters, screensavers, workbooks, presentations, and social media banners for Fraser Health while adhering to brand standards using Figma and Adobe creative suite. Communicated with a team of thirty people to fulfill different design requests perfectly and punctually. Always met deadlines and completed dozens of projects each week, which solidified my work experience and taught me the importance of communication and efficient design work.
KEY PROJECTS
CAMPAIGN POSTERS
ROLE: Visual Designer / Communication Designer
MEDIUM: Posters, Billboards, Digital Ads
LOCATION: Surrey, Burnaby, New Westminster, Coquitlam
Using Adobe Illustrator and Photoshop, I created multiple iterations to refine the visuals and ensure versatility across display formats, including buses, train stations, and public walls. My approach focused on producing clear, stigma-free messaging and approachable visuals that effectively conveyed essential health information. I applied principles of color theory and typography to make the campaign eye-catching and impactful. Working closely with the health communications team, I aligned tone, messaging, and visuals to meet Fraser Health’s accessibility and cultural communication standards. This collaboration helped ensure that the final designs resonated with the intended audiences while maintaining clarity and empathy.
OVERIEW:
Featured across regional transit networks, including buses, stations, and public walls, reaching diverse urban audiences. Also featured on The Tyee (Dec 2024) in the article “Time to Get Tested: Fraser Health Confronts Rising Syphilis Cases.
PUBLIC DISPLAY:
PROJECT DURATION: 3 MONTHS
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Outcome: Estimated Impressions over 3 months
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Under the Conservative scenario (30% station visibility, 10% bus visibility), the campaign is expected to generate approximately 3.49 million total impressions, with station posters contributing about 1.36 million and bus posters about 2.13 million.
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Under the Moderate scenario (50% station visibility, 20% bus visibility), total impressions increase to roughly 6.53 million, with 2.26 million from stations and 4.27 million from buses.
These estimates indicate that even at conservative visibility levels, the campaign will achieve strong regional exposure, while a moderate reach scenario would nearly double total audience engagement, highlighting the campaign’s high potential for public visibility and impact.
Station impressions
Bus impressions
7 million
6 million
5 million
4 million
3 million
2 million
1 million
Impressions
Conservative
Moderate
Station
Station
Bus
Bus
PROCESS
Followed a User-centered design approach:
Research → Define → Design → Test → Iterate
01
GOAL
Design a stigma-free public health awareness campaign encouraging STI testing across high-traffic public spaces.
02
CHALLENGE
Communicate a sensitive topic with urgency and clarity while avoiding fear-based or judgmental messaging.
03
STRATEGY
Normalize STI testing by framing it as a responsible, everyday action rather than a reaction.
04
RESEARCH
Analyzed public health campaigns and outdoor advertising behavior to prioritize clarity, inclusivity, and fast comprehension.
05
CONCEPT
Developed the headline “Beforeplay”, using wordplay to capture attention and position testing as proactive.
06
DESIGN SYSTEM
Created a flexible, typographic-led visual system scalable across bus posters, transit stations, billboards, and digital formats.
07
EXECUTION & ITERATION
Produced print and digital assets optimized for real-world constraints such as distance, motion, and exposure time.
Refined hierarchy, spacing, and contrast through stakeholder and community feedback.
08
OUTCOME
Launched as a 3-month campaign, reaching ~3.4–6.5M impressions and featured in The Tyee.
WANT MORE DETAIL?
Below is a deeper look at the thinking and decisions behind each phase.
01
Brief & Objective
• Designed a public health awareness campaign for Fraser Health to encourage STI testing across British Columbia.
• The goal was to communicate a sensitive health topic in a way that felt approachable, clear, and stigma-free, while working across multiple public environments.
• Campaign formats included bus posters, transit station displays, and billboards, requiring a flexible and scalable visual system.
• Core challenge: Balancing urgency with empathy, creating awareness without fear-based or judgmental messaging.
02
Research & Strategy
• Analyzed public health campaigns from CDC, WHO, and Canadian health authorities, with a focus on sexual health communication.
• Identified a common reliance on clinical language or fear-driven messaging, which can alienate audiences.
• Strategically positioned the campaign to normalize STI testing by framing it as a responsible, everyday choice.
• Researched commuter behavior, exposure time, viewing distance, and outdoor advertising formats used by transit authorities.
• Key insights:
o Clarity outweighs complexity
o Inclusive, human-centered visuals reduce stigma
o Consistency across formats builds public trust
• Direction set: A minimal, text-driven system with a calm, confident tone designed for fast comprehension.
