Concepts & Campaigns
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Concepts & Campaigns ~
One of my strongest skills is ideation. I naturally think outside the box, which has allowed me to conceptualize creative solutions that exceed goals, build community engagement, and support meaningful initiatives.
The following projects highlight proposals and campaign ideas I’ve shaped using strategy, imagination, and human-centered storytelling.
Interactive Lead Generation Campaign
“Which Livingston Are You?”
A personalized quiz experience designed to turn mall traffic into meaningful engagement and qualified leads for the Livingston community. I pitched the quiz concept and led development of the user experience.
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While working with Westwind Design Group, our team partnered with Brookfield Residential to build awareness for their new Livingston community in a high-traffic mall environment. As part of the interactive pop-up kiosk experience, I pitched and led the development of Which Livingston Are You? This personality-style quiz was designed to attract attention and capture meaningful leads within a custom-built booth.
I led the concept and execution of the quiz, developing the content, user flow, and visual experience to align with Livingston’s vibrant brand identity. The quiz results matched potential homebuyers with the Livingston home style best suited to their personality, demographic, family size, lifestyle, and aspirations.
The activation transformed a casual mall visit into a meaningful brand experience. It encouraged genuine connection, gathered valuable contact data, and captured the imagination of potential homeowners through a playful, user-driven brand story.
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Personalization: Allow users to explore which Livingston home style best reflected them.
Storytelling: Translate brand attributes and offerings into relatable human archetypes, bringing the community’s values to life.
Engagement: Drive organic conversation and social sharing by making the experience fun, visual, and accessible to users of all ages.
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Captured Brookfield Residential’s goal of four months’ worth of lead targets in just three weeks.
Won 3rd place for Most Creative Promotional Kiosk (behind Coca-Cola and Cirque du Soleil).
The quiz became a centerpiece of Brookfield’s community engagement strategy. It allowed users to see themselves in Livingston’s story rather than simply reading about it and demonstrated the power of creative storytelling in real estate marketing.
Community Connection Concept
Livingston LIV Locks
A participatory public art installation inviting residents to add their own locks to symbolize belonging and shared identity. I pitched the concept that was selected for Brookfield Residential’s Livingston community.
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While working with Westwind Design Group, our team was tasked with proposing a public art installation that would help define the identity of Brookfield Residential’s new community, Livingston. During concept development, I pitched the idea of reimagining the iconic love lock tradition as a participatory experience where residents could place their own unique locks on the installation to symbolize unity, belonging, and shared identity.
Brookfield selected this concept, and it became the foundation for the final installation. It features the first three letters of Livingston, L-I-V, representing the life and connection residents bring to the community. Standing 10 feet tall and 20 feet wide, this steel structure was engineered to support thousands of locks added over time. As the community grows, the piece grows with it, evolving into a collective expression of the people who call Livingston home.
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Community Engagement: Transform a public art installation into an interactive experience that builds connection and belonging among new residents.
Symbolism: Use the familiar visual language of love locks to represent unbreakable unity, identity, and the shared story of a growing community.
Longevity: Create an evolving landmark that reflects the community as it develops over time.
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The installation became a recognizable community landmark and symbol of Livingston’s identity that encourages ongoing participation and local pride.
Residents continue to add locks, contributing to a living artwork shaped by the growing diversity and shared identity of the neighbourhood.
The piece serves not only as public art, but as an evolving expression of belonging that aligns with the values at the heart of Livingston’s brand.
The success of the LIV Love Locks installation came from grounding design in human meaning. By proposing a concept rooted in emotional connection, I helped shape an experience that invites people to uniquely see themselves in the community, not just live in it. This project deepened my belief that design is most powerful when it becomes rooted in human-centered storytelling.
Fundraising Campaign Proposal
Vivo Colouring Book
A colouring book designed to help the community connect with the Kapwa Mural and support wellness for all. I proposed this concept, which was selected for Vivo’s 20th Anniversary and Giving Season campaign.
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While working at Vivo for Healthier Generations, I proposed the idea to transform Vivo’s newly completed mural into a colouring book with proceeds supporting Vivo’s Everybody Plays initiative. Everybody Plays helps remove financial barriers so more Calgarians can access programs that support healthy living.
The Kapwa Mural, part of the Northeast Public Art Initiative is a 30' x 90' public art project created by local artists Tiffany Lynn Cuffley and Harvey Nichol. The goal of the colouring book was to create an interactive way for the community to connect with the mural’s meaning while raising funds during Vivo’s 20th Anniversary and the 2024 Giving Season.
The colouring book translated the mural’s symbolism into a fun, intergenerational experience. Each page featured illustrations by the mural artists, along with descriptions of the cultural symbols and community stories embedded in the artwork. It encouraged users to learn and reflect on the meaning of Kapwa, a Filipino concept describing shared identity, kindredship, and seeing oneself in another person.
The project strengthened community belonging while celebrating local artists and inclusive public art. Priced at $5, the colouring book served as both a keepsake and a tool for impact.
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Cultural Storytelling: Share the meaning and symbolism behind the Kapwa Mural in an engaging format.
Community Engagement: Offer families and community members a way to connect with the mural beyond observation while making an impact.
Impact Alignment: An accessible low-cost keepsake that allowed the community to give back, supporting Everybody Plays and access to wellness for all.
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Raised nearly $6,000 during the 2024 Giving Season to support Everybody Plays.
Strengthened community connection to the Kapwa Mural and its message of shared identity and belonging.
Amplified the work of local artists and the voices of community members in Northeast Calgary.
This project became a reminder that creativity can spark connection, and connection can spark meaningful change when rooted in collaboration and community.