OPPORTUNITY.
Keep America Beautiful approached its 65th anniversary with an opportunity to evolve public perception. While the organization was widely recognized, much of its identity was still tied to decades-old imagery that no longer reflected the breadth of its mission or the people behind it.

IMPACT.
From concept development through design and execution, I led the creative direction, translating a complex organizational mission into a campaign built on optimism, participation, and shared responsibility. The work helped reposition Keep America Beautiful as an organization focused not simply on cleaning landscapes, but on inspiring people to see themselves as active participants in shaping the places they call home.

ROLE.
Creative Direction · Campaign Development · Art Direction · Brand Refresh · Concept Development · Advertising Design · Copy Direction · Visual Identity Evolution · Print Design