PhRMA

PhRMA operates at the center of public health, policy, and politics where clarity matters, and missteps are costly. My team built a consistent, credible social presence that engaged member companies, policymakers, and industry stakeholders without oversimplifying the issues or losing authority in a crowded feed. The challenge was distilling dense, often wonky policy and public health topics into social-first creative that people wanted to engage with. The landscape was constantly shifting, and the stakes were high. PhRMA is a large, prominent trade organization with multiple internal stakeholders, many of whom were cautious about high-level, social-first creative. Every asset needed to be accurate, accessible, and carefully considered. I led all social creative concepting and execution across organic and paid channels and multiple brand verticals, partnering closely with account leads to ensure that creative actively supported broader messaging and strategy. Strong typography, clear layout systems, and disciplined use of color created structure and hierarchy, clarifying complex information without sacrificing credibility or craft. The broad, cohesive body of social content held up over time, even as priorities and policy conversations evolved. A flexible visual system supported consistency at scale and allowed the team to move quickly, reach our target audiences, and maintain a strong visual presence across platforms.