This is Brave, Annual Campaign
Creative Direction: Elizabeth Mullen
Art Direction: Michael Dietsche
Client: Coolibar
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 creates 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
A campaign centered around authentic alumni stories and experiences creates a cohesive visual system across direct mail and social while tailoring content for multiple audience segments.
Outcome
Reached approximately 60,000 recipients and generated an estimated $240,000 in donations, strengthening alumni engagement and annual giving.
Concept Direction / Art Direction of Digital & Print / Production / File Management / Press Check
Client: Guthrie Theater
Guthrie Theater
Challenge
Increase donor response and fundraising performance for Guthrie Theater’s Level Nine initiative while identifying a more effective, cost-efficient direct mail format.
Approach
Test two fundraising formats: a #10 letter package and a 6 × 10 brochure. Build the campaign’s visual direction and messaging from limited source material, positioning the $9 ticket program around accessibility and expanding access to theater.
Outcome
The #10 package generated approximately 50% higher response rates, 2–3× larger gifts, and 66% lower advertising costs, becoming the new control package for future campaigns.
