Optimizely out-of-home ad campaign

Role: Co-Lead Designer

In the spring of 2023, Optimizely launched its first out-of-home ad campaign in New York City. This major brand awareness initiative introduced the company’s new mantra, “Move fast and make things,” a clever twist on the familiar phrase, “Move fast and break things.” The campaign’s manifesto offered a compelling message: with Optimizely, you can move quickly without sacrificing high-quality content or exceptional customer experiences.

This mantra held true for me and the rest of the team, as we had just three months to develop and execute this ambitious campaign from scratch. The final creative outputs humorously captured relatable moments from corporate life. The campaign’s lockup and pattern design incorporated fragments of the company’s logo, reconstructed to resemble building blocks—a visual metaphor for creating and scaling content effectively.