(RED) Creator Cup + Code(RED)
Designing with urgency, empathy, and cultural fluency
Designing engagement for a global cause
During the COVID-19 pandemic, (RED) launched Code(RED) — a campaign to underscore the heightened risk COVID posed to those already living with HIV/AIDS. I was brought on as a freelance digital designer to help launch the Creator Cup, a livestream Minecraft tournament where fans could donate to trigger in-game events and support the fight against global pandemics.
My role spanned the creation of static and motion assets for Instagram and TikTok, as well as designing virtual “stickers” and swag tied to influencer engagement. These real-time reward elements helped drive viewer interaction and fundraising during the live broadcast — ultimately helping the campaign exceed its goal by $90K and raising $240,000 in donations.
Urgency, empathy, and pixel-perfect timing
To resonate with the Creator Cup’s audience of digital-native Gen Z fans, I immersed myself in gamer culture, Reddit forums, and Twitch streams to better understand the tone and iconography that would feel native to the platform.
I drew on meme logic and visual vernacular — but with a critical lens. I avoided shorthand rooted in discriminatory language, ensuring that the materials aligned with (RED)’s values of equity and dignity for marginalized communities. This required tact, fluency, and fast cultural literacy — not just trend-following.
Design that does more than decorate
Although my role was production-focused, I approached the work with the same level of care and strategy I bring to large-scale branding systems. In my mind, nonprofit design should be held to the same creative standards as any brand-driven work — if not higher.
Whether I was designing a stat-forward infographic tile or a merchable Twitch sticker, I worked to elevate the design to match the urgency of the cause. Clean typography, thoughtful hierarchy, and clear emotional storytelling were all part of my toolkit.
Campaigns for good, designed well
This project stretched me in new ways — working fast, thinking socially, designing across mediums — but it also reaffirmed a core part of why I do this work. I believe good design helps good ideas get noticed. In this case, the ideas were about access, justice, and the urgency of collective action.
It’s one of the more nimble projects in my portfolio — but it also represents an important belief of mine: sometimes small-format work, done sensitively and strategically, can make a large impact.