National Poetry Day

For National Poetry Month, I led the design of a thoughtful social campaign that honored The Estée Lauder Companies’ commitment to creativity, literacy, and self-expression. Centered on the powerful voice of Amanda Gorman—poet, changemaker, and ELC Global Changemaker—the campaign spotlighted the WRITING CHANGE initiative, which supports grassroots literacy organizations as a pathway to equality and social progress.

Visually, the creative direction drew inspiration from the tactile beauty of the written word. Handwritten script, textured paper, and layered tape were used to evoke the feeling of poetry coming to life on the page—intimate, expressive, and intentionally human. Set against imagery of Amanda in a cozy, book-filled library, the visuals conveyed warmth, nostalgia, and the enduring power of language to shape culture and connection.