Reaching Roots

campaign brand identity motion

Working with Anwita Kola, Emma Schneider, and Moon Ding, we designed a campaign identity for Project REACH, a research team led by Dr. Hannah Frank who is an Assistant Professor of the Department of Psychiatry and Human Behavior at Brown University. Project REACH works with caregivers and community partners to better understand the gaps in accessibility to learning about exposure therapy and how to foster trust with them through different forms of engagement and language.

Our campaign, Reaching Roots, looks to activate caregivers' perceptions of exposure therapy by providing them with a set of workbooks that allow them to learn more about exposure, equip them with the knowledge to work with their children (ages 8-11) to explain exposure in a nurturing manner, and provide the children with a means of interacting with their mental health needs in their own comfort. Ultimately, the campaign aims to create a smooth, communicative transition to the clinician's office by educating both parent and child within the household.

date

May 2026

role

Motion Designer, Design Lead

tools

Adobe After Effects, InDesign,
Illustrator

typefaces

Azo Sans, New Spirit

Explainer Video

Explainer Pamphlet

Work Kit

The Reaching Roots Work Kit includes a journal and card kit designed to help families feel more comfortable that works towards normalizing discussing emotions, fears, and exposure therapy at home.

The personal journal gives children space to reflect on their feelings and experiences through writing and drawing written and illustrative methods.

The collaborative card deck is a guiding tool that encourages conversation in the family between caregiver and child.

Style Guide

Summary Poster + Additional Documentation

Photos from final presenation of our campaign design for Project REACH. Viewers were invited to interact with the printed materials of Reaching Roots.

Process

Our team dived right into a wide range of research regarding exposure therapy. We went through articles, video essays, studies, and Reddit forums to better our understanding of exposure therapy and its’ misconceptions. Together, we took different facts we found interestings and catergorized them to gain a picture of what we want to adress specificaly through our campaign.

Using our research and insights, we ideated possible visual concepts by creating moodboards, color palettes, sketches, and typographic explorations. Through hours of discussing and brainstorming, we decided to have a watering can be the central visual motif of our campaign as it symbolizes the nurturing act of a caregiver fosering trust and growth with their child.

Before I began animating the explainer video, I wrote several drafts for the copywriting. Our team discussed what specific research should be included in the video and I began ideating different narrations based off of our nature concept. Each draft went through extensive revisions with the entire team and after the copywriting was finalized, I started to visualize the video through a detailed storyboard to capture the friendly essence of our campaign.