WAEPA offers life insurance to federal employees, retirees, and their families. I led the art direction for this out-of-home campaign, shaping a visual system that centers the people it serves during a time of uncertainty.

Each portrait features a federal worker looking slightly upward, a quiet gesture of confidence and resolve. The imagery is treated in a unified Midnight Blue, creating consistency across roles and backgrounds, while selective use of Lima introduces moments of optimism within the headlines. Open spacing in the typography gives the portraits room to lead and reinforces the campaign’s steady tone.

The campaign ran as a full OOH takeover at L’Enfant Plaza and Navy Yard Metro stations, along with bus wraps across Washington, D.C., with accompanying motion assets that I designed and animated for the digital placements. The work received a 2025 MarCom Gold Award.