This is Brave

Challenge

Create an annual campaign for Coolibar and the Melanoma Research Foundation that builds awareness and supports melanoma research through Be Brave T-shirt sales.

Approach

Led creative direction for a multi-channel campaign across digital, social, web, merchandise, and awareness materials, unified by a bold, cohesive visual message.

Outcome

Expanded awareness during Melanoma Awareness Month while driving support for melanoma research, with 100% of Be Brave T-shirt proceeds donated to the MRF.

Type & Color

Black, the color of melanoma awareness, paired with Coolibar blue and Gotham type to create a bold, recognizable campaign system.

We asked the melanoma warriors: What drives you?

Be Brave began with words of encouragement from a young girl named Quinn to her brother after his melanoma diagnosis. The message grew into a campaign celebrating courage, resilience, and personal advocacy.

During May, Coolibar’s blog serves as the Be Brave campaign hub, sharing melanoma stories and advocacy across social channels to build awareness and engagement.

Stories That Bring the Campaign to Life

1 Million + Campaign Engagements

The Be Brave campaign reached 1M+ people across social and blog content, raising skin cancer awareness and promoting everyday sun protection.

Sun-protective tees and bandanas turned advocacy into everyday awareness, with 100% of shirt proceeds supporting melanoma research and education.

Be Brave Merch

Supporters nationwide shared their Be Brave shirts, turning personal participation into a visible show of solidarity and support for melanoma research.

A Community Led by Purpose

University of Minnesota Alumni Association

Concept Direction / Art Direction of Digital & Print / Production / Color Retouching / Press Check

Client: University of Minnesota

Challenge

Create an annual giving campaign that would reconnect alumni and inspire donations through personal, community-driven storytelling.

Approach

Developed a campaign around authentic alumni stories and experiences, creating a cohesive visual system across direct mail and social while tailoring content for multiple audience segments.