50501 Northeast Florida
CAMPAIGN • CULTURAL INITIATIVE
American Heroes: Beyond the Spotlight
A campaign system designed within the U.S. Department of State’s American Spaces framework.
American Spaces is a U.S. Department of State initiative that promotes cultural exchange and education by sharing American stories and resources globally.
This campaign was developed as a scalable prototype for the U.S. Semiquincentennial, using illustrated American figures to highlight the strength, struggle, and impact behind their public legacy. Maria Tallchief, America’s first prima ballerina and a member of the Osage Nation, was selected as the primary figure for this prototype, informing the system’s exploration of dual identity and representation.
Role + Scope
I originated the campaign concept and defined the creative direction and visual system for American Heroes.
50501 Northeast Florida
Applications
Applied across campaign materials to communicate stories clearly and consistently in physical and digital environments.
50501 Northeast Florida
System
The system is built around a duality concept, visually splitting each figure to reveal the tension between public legacy and personal identity.
Built within existing brand guidelines, the system introduces a distinct visual language that scales across campaign materials while maintaining clarity and consistency.
50501 Northeast Florida
Visual Language
Defined by bold contrast, simplified forms, and expressive illustration, the visual language balances clarity with narrative depth.
50501 Northeast Florida
Outcome
The campaign establishes a flexible system for highlighting diverse American figures through a unified visual language, designed to scale across future subjects and formats.
By balancing conceptual storytelling with clear structure, the work demonstrates how a single idea can extend into a broader, repeatable campaign framework.