Campaign – Cavan Huang https://cavanthology.com Design Leader Tue, 26 Aug 2025 02:29:18 +0000 en-US hourly 1 https://wordpress.org/?v=7.0 https://cavanthology.com/wp-content/uploads/2019/11/cropped-cav-icon-32x32.png Campaign – Cavan Huang https://cavanthology.com 32 32 Vanguard https://cavanthology.com/vanguard/ Mon, 16 May 2022 03:35:03 +0000 https://cavanthology.com/?p=104157

Vanguard

Redefining the investor and advisor experience

Innovation, Web Design, Product Design, Experience Design, Content Strategy, Branding, Campaign

Vanguard, the largest global asset manager was looking to shift perceptions of being a tech laggard among their investors and advisor audiences. Partnering with Huge, they asked us to rethink their digital experience to boost acquisition, drive awareness and adoption of investment products, and shift brand perceptions. I led the teams that delivered a new global design system for their Financial Advisor Service, innovated digital product features in their customer experience, and created brand campaigns and experiential activations that positioned Vanguard as the category leader. Our efforts led to significant increases in Vanguard’s share of industry active fixed income cash flow and qualified sales leads.

Vanguard.com

A design system to unify the brand

We unified Vanguard’s Financial Advisor Services under a robust design system that consistently scaled across all experiences. From their digital presence on the web to marketing and promotional assets, every component conveyed a confident, sophisticated and dynamic experience, targeted to their advisor audiences.

Digital product vision and implementation

Vanguard asked us to accelerate the product velocity of their digital advisor services. We designed new tools to help their clients  understand the performance of their portfolios, and enabled enrollment features for tax-loss harvesting. For their Personal Advisor Services, we designed a vision of the future with innovative features like a goal setting scenario planner and a collaborative dashboard.

Financial Wellness Campaigns

We developed several integrated marketing campaigns to reach Vanguard audiences for Financial Advisors and Institutional Investment planners. Our campaigns leveraged the design system we developed for their digital products, and activated a variety of channels from social media to online video and websites. The Well On Your Way campaign for Institutional Investment planners was highly effective at driving thousands of qualified sales leads, and won a silver B2 award for best integrated marketing program.

205%

increase in Vanguard’s share of industry active fixed income cash flow

50k

qualified sales leads with the launch of Well on Your Way brand campaign

9.7%

brand lift from from prior year

B2

ANA silver award for best integrated marketing program large enterprise

We transformed a tech laggard asset manager into a tech forward investor and advisor experience

SERVICES
Product Design, Experience Design, Campaign, Branding, Content Strategy
PLATFORMS
Vanguard.com, Social Media, CRM, 

CREATIVE + UX
Cavan Huang, Anna Serra, Alan Ruthazer, Alison Walker, Erick Su, Danielle Song, Donovan Mafnas, Yangzi Liu, Maneesh Lall, Paloma Martinez-Miranda, David Knights, Francis Labelle, Alison Radke

STRATEGY
Andre Souza, Morgan Snouffer, Cindy Hu, Lindsay Cliett, Nukte Fischer, Beth Tripaldi, Sidra Buchh
ACCOUNT & OPS
Alex Bluman, Derek Zaentz, Josephine Hedlund, Evan Bos, Colleen Kirley, Karen Orlowski, Doug Christian

CLIENT
Vanguard Investor
Vanguard Financial Advisor
Vanguard Institutional Investor 
 

]]> Petfinder https://cavanthology.com/petfinder/ Fri, 15 Nov 2019 16:45:51 +0000 https://undsgn.com/uncode/?p=20528

Petfinder

Transforming the world’s largest pet adoption site

Web Design, Product Design, Experience Design, Branding, Campaign, Illustration, Motion Design

Purina’s Petfinder, the world’s largest pet adoption site partnered with POSSIBLE to shift negative perceptions of pet adoption and help millions of animals find homes. We repositioned the brand from “the moment of rescue” to “the long happy life” of people and their beloved pets. I led the team that designed a new brand identity and user-experience, making it easier and more fun to connect people with pets. Following the launch of the new site, Petfinder hit a major milestone of 25 million pet adoptions. Petfinder was nominated by Brand New as one of the Most Notable Brands of the Year. We also won the ADC Merit Award for Brand Identity, and the Webby Award for Best Community Site.

Petfinder.com

The Face of Connection

We designed a logo that communicates the idea of connection. Unbroken lines in a fluid typeface illustrate the inseparable bond between pets and people, while a hidden pet face nested in the center symbolizes that the perfect pet is out there if you take the time to look We also integrated the same visual motif into a custom icon and illustration library.

Happy Lives

Typically, adopted pets are often featured alone without pet parents. So we directed photoshoots with actual adopted pets and pet lovers to show how joyful life could be with adopted pets.

A Joyful Adoption Experience

We reimagined Petfinder’s user experience to capture the real-life joy of pet adoption in a digital world. This included a complete rebuild of both their consumer (Petfinder) and professional (Petfinder Pro) platforms to make it both easy and fun to find “the one.” Our design approach covered the unique journeys for pet parents (consumer) as well adoption shelters (professionals) so together they can help close the adoption gap.

LEFT: PETFINDER.COM   |   RIGHT: PRO.PETFINDER.COM

PETFINDER DESIGN SYSTEM

A Quick Path To Adoption

We designed a quick view feature for mobile web that allowed users to swipe through pet profiles and photos without having to dive deeper into a pet detail page. And we cut down the number of steps it took to complete adoption requests forms from the shelters.

#MetOnPetfinder Campaign

Just in time for Petfinder’s 20th anniversary, we launched the new brand with a microsite, video, and social campaign using #MetOnPetfinder. The campaign received over 153 million impressions.

25m+

average monthly visitors

25m

Pets adopted by the 20th anniversary

Webby

Award winner for Best Community Site

ADC

Merit Award winner for Best Identity

We transformed the world’s largest pet adoption site from a catalog of needy shelter animals to a place where best friends connect.

SERVICES
Branding, Product Design, Experience Design, Campaign, Illustration, Animation
PLATFORMS
petfinder.com, pro.petfinder.com

CREATIVE + UX
Cavan Huang, Lee Groh, Joey Unnold, Dave Haller, Feibi Wen, Jason Minyo, Julia Shiplett, Kiyomi Dong, June Kim, Gillian Salit, Elizabeth Gearreald, John Burns.

STRATEGY
Jon Stookey, Natalie Colbert, Holly Stair, Gretchen Willenburg, Kate Peoples

ACCOUNT & OPS
Ryan Bearbower, Laura Yetter, Emily Ely, Austin Addison, Geraldine Woods, Ali Schultz
TECH & DEV
The Nerdery

]]> 9/11 Day Foundation https://cavanthology.com/9-11-day/ Fri, 11 Oct 2019 04:35:49 +0000 https://cavanthology.com/?p=103185

9/11 Day Foundation

Getting millions to virtually volunteer during the pandemic

Web Design, Experience Design, Content Strategy, Campaign, Content Creation, Illustration

For two decades, 9/11 Day Foundation, has been working to transform 9/11 from a day a tragedy into a national day of service. In 2020, they faced an uphill challenge: Motivating millions of people to do good during a global pandemic. Partnering with Wunderman Thompson, we helped them create 9/11 Day At Home, a web and social platform for the country to do good deeds from home, in tribute to 9/11.  In matter of months, our team helped shift net sentiment by over 50 points from negative to hopeful. We mobilized 29 million participants in the US to do good deeds during COVID-19 on and around 9/11. This initiative won the Silver Shorty Award for Social Good, and the Webby Award for Public Service Activism.

9/11 Day At Home: 11 Good Deeds

We highlighted 11 good deeds (and +40 more to choose from), partnering with top nonprofit organizations focused on culture’s most pressing issues today. People could feed a first responder, volunteer on voting day, help scientists fight COVID-19, and more. Over 42,000 meals were delivered to First Responders on 9/11. 

Simple Ways To Engage

We designed the site to integrate simple APIs from other non-profits, allowing users to complete a deed in minutes without leaving the site. Over 500,000 users visited the site, an increase of over 1000% from the previous year.

Easy Ways To Share

We expanded 9/11 Day’s footprint on social: promoting specific deeds, and celebrating their completion with sharable badges. Key influencers helped us get the message out to hundreds of millions.

Millions Reached

With over 1.1 billion social media impressions, we set a record for 9/11 Day, with celebrities and prominent public figures joining in. Over 29 million people participated in doing #911day good deeds across the U.S.

+51pts Positive Shift in Sentiment

Ultimately, our initiative changed the conversation around 9/11 Day.

1.1B

Earned Impressions

29M

Participants in the US

1000%

Increase in Site Traffic from prior year

+51pt

Increase in Net Sentiment towards Hopefulness

We encouraged millions to virtually volunteer during the pandemic.

SERVICES
Product Design, Experience Design, Campaign, Illustration, Animation
PLATFORMS
911day.org, Twitter, Instagram, Facebook

CREATIVE & STRATEGY
Cavan Huang, Vivi Fitriani, Saedi Burke, Karolina Ciecholewska, Robert Suta, Greg Calicouris, Vidia Anindhita, Sherine Kazim, Jill Applebaum, Taras Wayner
ACCOUNT & PM
Joe McGlynn, Alex Blackstone

VIDEO PRODUCTION
Alex Fau, Anabella Rypin, Camila Tomei, Luciano Romero, Ximena Rojo, Denise Umaschi
TECH & DEV
Droptica

DATA & MEDIA BUYING
Philip Saporito, Will Sandwick, Taylor Strickland, Brantley Davidson
9/11 DAY FOUNDATION
David Paine, Eric Paine, Jay Winuk

]]> One A Day https://cavanthology.com/oneaday/ Tue, 01 Oct 2019 16:39:07 +0000 https://undsgn.com/uncode/?p=20520

One A Day

Rebranding a legacy vitamin brand for ecommerce

Web Design, Content Strategy, Branding, Campaign, Content Creation, Motion Design

One A Day asked POSSIBLE for help making their multivitamins relevant for a younger audience. Our solution was to energize the brand with a much needed facelift across their digital platforms. I led the team that created a new digital campaign, redesigned the site, and optimized their pages on Amazon, ultimately increasing brand awareness and driving younger customers to purchase.

Your One A Day Is Showing

Your One A Day Is Showing is a campaign about how One A Day multivitamins are full of goodness that gives people the confidence to do awesome things. Our playful messages and lighthearted attitude touted the emotional and nutrient benefits without going into scientific claims. We brought it to life on Facebook and Instagram, with short spots featuring expressive bursts of energy and color.

Distinctive Brand Assets

We updated the brand with bright saturated colors, playful energetic photography, bold type and simplified bottle packaging. These assets were applied consistently across the digital campaign, the site, and Amazon pages.

OneADay.com

We redesigned the website leading with products and benefits. Products were organized to user’s individual needs   (Men’s, Women’s, Kid’s, 50+), serving content that were specific to the kinds of benefits they would be looking for (Men = Heart Health, Energy Support,  Woman = Prenatal Vitamins, Nature’s Medley ). And every click was simplified to allow customers to purchase the product in the fewest clicks possible.

We took an eighty year old multivitamin brand and made it relevant for today’s younger audiences

SERVICES
Branding, Product Design, eCommerce, Campaign, Motion Design
PLATFORMS
OneADay.com, Amazon.com

CREATIVE + UX
Cavan Huang, Joey Unnold, Gillian Salit, Alina Pena, Alan Finch, Casey Glidden, Lee Groh, Kiyomi Dong, Louis Delis

STRATEGY
Jenna Silverman, Ryan Stimpson, Leslie Parks, Emily Roche

ACCOUNT & OPS
Dave Kurman, Aikisha Prince, Tati Banks, Shanique Bundy, Nick Aronis, Kiran Josen,
PRODUCTION AGENCY
POSSIBLE Buenos Aires

]]> ACLU https://cavanthology.com/aclu-theuncovery/ Sat, 07 Jul 2018 04:00:02 +0000 https://undsgn.com/uncode/?p=4225

ACLU

Designing a tool to counter racial injustice

Web Design, Experience Design, Content Strategy, Campaign, Graphic Design

TheUncovery.org is a racial injustice calculator that empowers visitors to discover and share facts from the ACLU report: The War on Marijuana in Black and White. I collaborated with Forest Young, Pete Cenedella, Ranger Studio and the ACLU, to draw attention to the billions wasted on funding racially disproportionate arrests for marijuana possession. The site was a Webby Award Honoree for Best Political Website.

TheUncovery.org

Uncover the facts

We designed a powerful storytelling device: the black redacted bar. By clicking on each redacted line, visitors could “uncover” state-specific facts about marijuana arrests, including the costs for enforcing such laws.

Share Your Dissent

Each statement and fact is sharable across social media. We also connected the addresses of house representatives so that visitors could directly contact their elected officials about these issues.

Redaction Takeover

To promote the site, we brought the redacted line to life across various other communication touchpoints including the ACLU website. We also proposed several out-of-home activations.

24

States have passed laws legalizing or decriminalizing marijuana since the launch of the site.

70k+

Unique visitors to the site in the first week of launch without paid media.

2.5m+

Impressions on social media in the first months of launch without paid media.

Webby

Webby Award Honoree for Best Political Site.

We drew mass attention to the racially disproportionate arrests and the billions of dollars wasted fighting the war on marijuana

SERVICES
Experience Design, Graphic Design, Content Strategy, Campaign
PLATFORM
theuncovery.org

CREATIVE + STRATEGY
Cavan Huang, Forest Young, Pete Cenedella
DEV + TECH
RNGR Studio

]]> TIME Beyond 9/11 https://cavanthology.com/time-beyond911/ Thu, 19 Apr 2018 04:00:11 +0000 https://undsgn.com/uncode/?p=4636

TIME Beyond 9/11

Innovating news storytelling post 9/11

Web Design, Experience Design, Campaign, Content Creation, Motion Design

For the 10th anniversary of 9/11, TIME magazine wanted to feature untold stories of the event from a decade perspective. I helped concept and develop TIME: Beyond 9/11: Portraits of Resilience by bringing together portraits and interviews of 40 key people  shot by photographer Marco Grob. These stories were edited and featured on a site which utilized the grid of portraits and the iconic red frame as the primary navigation interface. TIME: Beyond 9/11 won the Emmy Award for best new approach to news and the Webby Award for best use of photography.

Time Beyond 9/11 Site

We edited the interviews to help develop a full-length HBO documentary which aired on CNN, YouTube, Facebook and in theaters. The photos and videos were also featured in a special edition iPad App, and an exhibition at Milk Gallery.

40

Testimonies from key people who experienced 9/11 and its aftermath firsthand

Webby

Award winner for Best Use of Photography

Emmy

Award winner for Best New Approaches to News

60

Minute documentary that aired on HBO, CNN, YouTube, Facebook and in theaters.

We expanded TIME’s 9/11 anniversary edition across TimeWarner properties to create an immersive physical and theatrical experience.

SERVICES
Product Design, Experience Design, Motion Design, Campaign
PLATFORMS
Time.com, iPad App, Documentary Film, Installation

PLATFORMS
Online Gallery, Documentary, Exhibition, Publication, Book
PHOTOGRAPHY & VIDEO
Marco Grob

CREATIVE
Cavan Huang, Chris Rushing, Dave Statman, Rich Rosenthal, John Liegey

TIME MAGAZINE
Kira Pollock, Richard Stengal, Paul Moackley

HBO DOCUMENTARIES

]]> TIME Frames https://cavanthology.com/time-frames/ Thu, 02 Feb 2017 04:00:07 +0000 https://undsgn.com/uncode/?p=4229

TIME Frames

Reframing long form journalism experiences

Innovation, Experience Design, Content Strategy, Campaign, Physical Design, Content Creation

In an increasingly challenging news climate, TIME magazine set out to demonstrate the power, relevancy and value of their brand. Time Warner Global Media Group collaborated with the editors of TIME to create TIME Frames: an international print, online, and outdoor campaign. By using the TIME’s iconic red border to frame key issues of the past decade, we drew attention to the deeper story behind an issue and encouraged people to access TIME’s online archives. I help develop the concept and campaign approach on top of editing and producing films for the campaign. The campaign received the highest ad recall scores of readers polled and was a Webby Award Nominee for Best News and Politics content.

The Iconic Red Frame

We designed the campaign around the iconic red frame, using it as a portal to show new perspectives around the most significant TIME stories of the decade.

Unlocking the full story online

We designed custom QR codes reflecting the photography from our ads. They drove readers to Time.com where they could hear unique perspectives about the six topics from TIME reporters.

From Print to Immersive Installation

A TIME Frames special edition was commissioned just for this campaign and it shone a new light on many more stories of the decade. CNN featured an hour long TIME Frames program hosted by John King. And we also concepted a 16 foot TIME Frame, complete with an interface where people could listen to the audio testimonials about specific news events.  Bringing the stories to life in the physical spaces was how I had envisioned the campaign at the start.

#1

Most recalled ad among readers polled

600%

Increase in video plays on Time.com

Webby

Award nominee for Best News and Political Content

1927

Year the iconic red border was first introduced

We demonstrated the power and relevancy of TIME’s journalism, and gave the publication new experiential ways to tell stories.

SERVICES
Campaign
Content Creation
Experience Design
Motion Design

TIME WARNER GLOBAL MEDIA GROUP
Cavan Huang, Dave Statman, Jennifer Oprysko, John Liegey, Rich Rosenthal, Mark D’Arcy, John Lilliquist
TIME MAGAZINE
Kira Pollack, Crary Pullen, Richard Stengel

 

]]> Cadillac https://cavanthology.com/cadillac-businessunusual/ Fri, 06 Jan 2017 04:00:29 +0000 https://undsgn.com/uncode/?p=4252

Cadillac Business Unusual

A content series that spoke to luxury seekers

Branding, Campaign, Content Creation, Motion Design

Cadillac needed to counter dated perceptions of their brand and reach a younger audience of luxury seekers. They partnered with Time Warner to produce Cadillac Business Unusual – an integrated campaign featuring entrepreneurs and their success stories. I help create and produce this 12 part branded series from pre-to-post production. On average over 500,000 unique visitors spent over 10 minutes engaging with content. The program improved brand favorability by 14 points with more consumers seeing Cadillac as Inspiring, Modern, and Distinctive.

20%

More unique visitors than anticipated (hundreds of thousands)

10min

Average time spent by consumers watching content

+14pt

Increase in brand favorability

+10pt

Increase in key brand attributes (Innovative, Inspiring, Modern, Distinctive)

By profiling daring entrepreneurs we created compelling content that increased brand favorability of Cadillac.

SERVICES
Content Creation
Campaign
Motion Design
Animation

CREATIVE
Cavan Huang, John Domesick, Laura Saravia, Rich Rosenthal, Mark D’Arcy, John Lilliquist

HOST
Chris Hardwick
FEATURING
Jake Barton, Keyvan Mohajer, Bre Pettis, Carlos Perez, Eva Jeanbart-Lorenzotti, Michael Peters

PRODUCTION
Moxie Pictures
EDITOR
Mitch Gerbus

]]>