Live unlimited
Confined by the legacy of the Jerry Lewis Telethon, MDA needed a serious brand refresh to reach today’s audience, boost disease awareness, and spark donations. Live Unlimited celebrates ordinary people with an extraordinary purpose, to fight, inspire, and grow stronger. My team created a emotional social media movement and a platform where these aspirational moments of living unlimited could be shared to drive awareness, education, and support.
Deliverables
Updated visual identity, messaging platform and brand voice
Wrote, directed, and produced documentary-style storytelling campaign
"Live Unlimited,” design system applied across digital and event platforms
Unified messaging across donor, advocacy, and research channels
Impact
32% increases in donations within 7 months of launch
Significant lift in digital engagement and supporter participation
Expanded donor base and strengthened advocacy reach
Repositioned MDA as a modern, purpose-driven force while honoring its heritage
