The Elevator Pitch
Challenge:
Elevators and shared spaces are often overlooked as communication channels, even though they offer repeated exposure to large, diverse audiences. The challenge was to turn these everyday moments into opportunities to reinforce priorities, build awareness, and encourage participation without overwhelming people or relying on long explanations.
My Role & Approach
I led the transformation of a routine elevator poster program into a strategic communications tool. Instead of treating the work as isolated design requests, I aligned messaging with department goals and audience needs. I created a repeatable system for developing, approving, and deploying posters so that each piece served a clear purpose and supported broader organizing efforts.
Key Actions
Developed concise, plain language messages focused on real-world concerns and clear calls to action
Designed visuals that felt approachable and human, encouraging curiosity and conversation
Built a streamlined workflow that allowed new messages to be deployed quickly in response to emerging priorities
RESULTS
The impact was immediate and measurable:
Elevator Poster designs became the central branding element for major DOL live events.
The Federal Survey and Secretary’s Honor Award committees relied on the posters for internal outreach each year.
Affinity Groups recruiting posters saw a 100% increase in inquiries.
Some of the most popular elevator posters were even stolen from their building frames—a clear sign of strong resonance and appeal.
Outcome
By treating everyday visual communications as organizing tools, I helped turn passive exposure into meaningful engagement and built a scalable system that could support long term outreach goals.
