Wise Friend, Fierce Defender.
As AARP’s ODEI Agency of Record, we manage the social and internal visual communications and strategy for all ODEI audience groups, ensuring that every piece of content reflects AARP’s commitment to diversity, equity, and inclusion. Each month, I lead the team in brainstorming and creative direction, leveraging brand strategy to position AARP as an inclusive and welcoming organization for all. Through culturally relevant content and thoughtfully curated moments, the content not only celebrates diverse communities but also creates a sense of empowerment and belonging. The approach goes beyond representation—striving to foster authentic engagement that makes every audience feel seen, valued, and inspired.
Graphic Design: Marcus McVey & Victoria Crouch
The Strategy
In my role, I worked with my designers and strategists to craft a cohesive brand and campaign strategy, ensuring consistency across platforms while tapping into the nuances and tentpole moments important to each audience group. The visual elements—tailored to align with AARP’s enterprise-wide objectives—combined compelling visuals with a heritage and identity awareness that honored the relevant audience groups.
Keeping it authentic.
Each audience group hears different marketing tactics targeting them every day. The content strategy created for AARP focused on speaking with them, not at them, prioritizing genuine connection over performative messaging.
African American & Black
March Madness is a cultural phenomenon and also a time for competition and rivalries. For this month’s content, my team and I pulled important basketball figures to highlight in the Black community and showcased Greg Gumbel, who sadly passed away in late 2024. He had been a commentator for the March Madness tournament since 1977.
My team and I worked to come up with a list of historical female figures to showcase for Women’s History Month and we selected Octavia Butler, Mae Jemison, Celia Cruz, and Ursula Burns to represent various industries and artistries. The creative utilized imagery from their professions along with halftone patterns and sepia images to draw on the historical impact these women have had for the Black community and beyond it.
Asian American & Pacific Islander
With hallmark days like Holi and Cherry Blossom season, all taking place during March - my team and I leveraged symbolism, color, and imagery to educate audiences about diverse traditions they may not be familiar with.
Documenting AAPI women & their contributions
