Optimizely out-of-home ad campaign

Role: Co-Lead Designer

In spring 2023, Optimizely unveiled its first out-of-home ad campaign in New York City—a bold brand awareness initiative introducing the company’s new mantra: “Move fast and make things.” This clever twist on the familiar phrase, “Move fast and break things,” delivered a powerful message: with Optimizely, you can move quickly while maintaining high-quality content and exceptional customer experiences.

This mantra held true for myself and the team, as we had just three months to conceptualize and execute the campaign from the ground up. The final creative highlight painfully relatable moments from corporate life in a light-hearted and humorous way. The campaign’s lockup and pattern design feature fragments of the company’s logo, reimagined as building blocks—a visual metaphor for creating and scaling content efficiently.