Graphic Design
YOU + SNAP-ED
A campaign for Massachusetts SNAP-Ed that positioned the program as practical support for helping kids eat more vegetables. The work included campaign development, creative design, and redesigning a section of the existing website to connect families with recipes and meal-planning resources.
Year :
2025
Industry :
Education
Client :
MA Department of Transitional Assistance
Project Duration :
5 weeks
Overview
You + SNAP-Ed is a campaign for the Massachusetts Department of Transitional Assistance designed to help parents and caregivers get more vegetables into their kids’ meals. Rather than reminding parents that vegetables are important, the campaign positioned SNAP-Ed as the “secret sauce”—providing practical recipes, meal planning resources, and real-life support to make it easier.
As Senior Art Director, I helped develop the campaign’s creative direction and visual approach, creating engaging communications that met parents where they were.
Challenge
Pre-campaign research confirmed that parents and caregivers didn’t need another reminder that kids should eat more fruits and vegetables—they needed support to make it happen.
The challenge was to move beyond traditional nutrition messaging and show parents how SNAP-Ed could help solve a real, everyday problem: getting more vegetables into meals kids already enjoy.
Solution
We positioned SNAP-Ed as the “secret sauce” for adding more vegetables to kids’ favorite dinners. Rather than asking parents to completely rethink how they feed their families, the campaign focused on practical ideas they could easily incorporate into meals they were already making.
I also helped translate the campaign into the digital experience, redesigning a section of the existing SNAP-Ed website to reflect the campaign’s visual language and make its recipes and meal-planning resources easier for parents to discover and use. The integrated approach connected the campaign creative directly to the tools parents needed to put the ideas into practice.
OOH Live Array Panel #2
The campaign drove measurable engagement with SNAP-Ed resources, including:
107% increase in visits to recipe and meal planning resources
19K+ ad clicks
By focusing on practical support rather than nutrition reminders, the campaign helped connect parents with tools they could use to make healthier meals part of everyday family life.
Concept Exploration
Before the final direction was selected, we explored several ways to make SNAP-Ed feel like a practical, fun solution to the everyday challenge of getting kids to eat more vegetables. The concepts used relatable mealtime moments, kid-friendly humor, and the SNAP-Ed website as a source of inspiration and support.
That’s Dinner in a SNAP used the phone as a lens into a better mealtime scenario—moving from a child’s familiar “yuck” reaction to happily eating a vegetable-filled meal, while connecting parents directly to MaSnapEd.org for recipes and ideas. The SNAP-Ed Equation showed how a simple change, like adding broccoli to a kid-favorite mac and cheese, could create a meal the whole family would enjoy, using bright vegetable illustrations to reinforce the connection between SNAP-Ed and healthier meals. Broccoli-saurus turned mealtime struggles into playful wins, using adorable kids in animal costumes and childlike illustrations to show how SNAP-Ed could make trying vegetables feel fun and approachable.
More Projects
Graphic Design
YOU + SNAP-ED
A campaign for Massachusetts SNAP-Ed that positioned the program as practical support for helping kids eat more vegetables. The work included campaign development, creative design, and redesigning a section of the existing website to connect families with recipes and meal-planning resources.
Year :
2025
Industry :
Education
Client :
MA Department of Transitional Assistance
Project Duration :
5 weeks
Overview
You + SNAP-Ed is a campaign for the Massachusetts Department of Transitional Assistance designed to help parents and caregivers get more vegetables into their kids’ meals. Rather than reminding parents that vegetables are important, the campaign positioned SNAP-Ed as the “secret sauce”—providing practical recipes, meal planning resources, and real-life support to make it easier.
As Senior Art Director, I helped develop the campaign’s creative direction and visual approach, creating engaging communications that met parents where they were.
Challenge
Pre-campaign research confirmed that parents and caregivers didn’t need another reminder that kids should eat more fruits and vegetables—they needed support to make it happen.
The challenge was to move beyond traditional nutrition messaging and show parents how SNAP-Ed could help solve a real, everyday problem: getting more vegetables into meals kids already enjoy.
Solution
We positioned SNAP-Ed as the “secret sauce” for adding more vegetables to kids’ favorite dinners. Rather than asking parents to completely rethink how they feed their families, the campaign focused on practical ideas they could easily incorporate into meals they were already making.
I also helped translate the campaign into the digital experience, redesigning a section of the existing SNAP-Ed website to reflect the campaign’s visual language and make its recipes and meal-planning resources easier for parents to discover and use. The integrated approach connected the campaign creative directly to the tools parents needed to put the ideas into practice.
OOH Live Array Panel #2
The campaign drove measurable engagement with SNAP-Ed resources, including:
107% increase in visits to recipe and meal planning resources
19K+ ad clicks
By focusing on practical support rather than nutrition reminders, the campaign helped connect parents with tools they could use to make healthier meals part of everyday family life.
Concept Exploration
Before the final direction was selected, we explored several ways to make SNAP-Ed feel like a practical, fun solution to the everyday challenge of getting kids to eat more vegetables. The concepts used relatable mealtime moments, kid-friendly humor, and the SNAP-Ed website as a source of inspiration and support.
That’s Dinner in a SNAP used the phone as a lens into a better mealtime scenario—moving from a child’s familiar “yuck” reaction to happily eating a vegetable-filled meal, while connecting parents directly to MaSnapEd.org for recipes and ideas. The SNAP-Ed Equation showed how a simple change, like adding broccoli to a kid-favorite mac and cheese, could create a meal the whole family would enjoy, using bright vegetable illustrations to reinforce the connection between SNAP-Ed and healthier meals. Broccoli-saurus turned mealtime struggles into playful wins, using adorable kids in animal costumes and childlike illustrations to show how SNAP-Ed could make trying vegetables feel fun and approachable.
More Projects
Graphic Design
YOU + SNAP-ED
A campaign for Massachusetts SNAP-Ed that positioned the program as practical support for helping kids eat more vegetables. The work included campaign development, creative design, and redesigning a section of the existing website to connect families with recipes and meal-planning resources.
Year :
2025
Industry :
Education
Client :
MA Department of Transitional Assistance
Project Duration :
5 weeks
Overview
You + SNAP-Ed is a campaign for the Massachusetts Department of Transitional Assistance designed to help parents and caregivers get more vegetables into their kids’ meals. Rather than reminding parents that vegetables are important, the campaign positioned SNAP-Ed as the “secret sauce”—providing practical recipes, meal planning resources, and real-life support to make it easier.
As Senior Art Director, I helped develop the campaign’s creative direction and visual approach, creating engaging communications that met parents where they were.
Challenge
Pre-campaign research confirmed that parents and caregivers didn’t need another reminder that kids should eat more fruits and vegetables—they needed support to make it happen.
The challenge was to move beyond traditional nutrition messaging and show parents how SNAP-Ed could help solve a real, everyday problem: getting more vegetables into meals kids already enjoy.
Solution
We positioned SNAP-Ed as the “secret sauce” for adding more vegetables to kids’ favorite dinners. Rather than asking parents to completely rethink how they feed their families, the campaign focused on practical ideas they could easily incorporate into meals they were already making.
I also helped translate the campaign into the digital experience, redesigning a section of the existing SNAP-Ed website to reflect the campaign’s visual language and make its recipes and meal-planning resources easier for parents to discover and use. The integrated approach connected the campaign creative directly to the tools parents needed to put the ideas into practice.
OOH Live Array Panel #2
The campaign drove measurable engagement with SNAP-Ed resources, including:
107% increase in visits to recipe and meal planning resources
19K+ ad clicks
By focusing on practical support rather than nutrition reminders, the campaign helped connect parents with tools they could use to make healthier meals part of everyday family life.
Concept Exploration
Before the final direction was selected, we explored several ways to make SNAP-Ed feel like a practical, fun solution to the everyday challenge of getting kids to eat more vegetables. The concepts used relatable mealtime moments, kid-friendly humor, and the SNAP-Ed website as a source of inspiration and support.
That’s Dinner in a SNAP used the phone as a lens into a better mealtime scenario—moving from a child’s familiar “yuck” reaction to happily eating a vegetable-filled meal, while connecting parents directly to MaSnapEd.org for recipes and ideas. The SNAP-Ed Equation showed how a simple change, like adding broccoli to a kid-favorite mac and cheese, could create a meal the whole family would enjoy, using bright vegetable illustrations to reinforce the connection between SNAP-Ed and healthier meals. Broccoli-saurus turned mealtime struggles into playful wins, using adorable kids in animal costumes and childlike illustrations to show how SNAP-Ed could make trying vegetables feel fun and approachable.