#LightItBlue & #MakeItBlue: Global Response Campaign
CROSS-PLATFORM SYSTEMS & RAPID-RESPONSE DIGITAL STRATEGY
In response to the global pandemic, I led the digital design and development for #LightItBlue and #MakeItBlue—a social media and environmental movement dedicated to supporting frontline workers. What began as a local tribute in the U.K. was scaled into a global phenomenon across 22 countries. I was responsible for architecting the campaign’s digital presence and creating the technical assets that powered the movement across major international landmarks and digital hubs.
Role
- UI/UX Designer & Front-End Developer
Scope
- Responsive Web Design, Digital Production, Brand Strategy, Rapid Deployment
Agency
- Thinkwell Group & Global Entertainment Professionals
The Challenge:
Scaling a Global Identity Under Pressure
The project presented a unique set of constraints: an extremely tight 10-day turnaround, a need for global cultural relevance, and the coordination of high-visibility assets. We had to translate a U.K.-centric brand (originally tied to the NHS) into a universal symbol of solidarity that could be adopted by massive corporations and local volunteers alike.
(Left to Right) Wembley Stadium, Tower of London, NHS England, Blaenau Ffestiniog Tunnel, Royal Albert Hall, The O2 Arena.
Strategy & Brand Evolution
As the primary designer, I worked to pivot the brand for a U.S. and international audience.
- Global Translation: I led the effort to decouple the brand from its original medical association, reframing “Blue” as a universal symbol of hope and resilience.
- Rapid-Response Development: With a week-and-a-half to launch, I prioritized a modular WordPress architecture. This allowed us to launch a “legitimacy-building” landing page for venue participants first, then scale it into a content-rich gallery as the movement exploded.
Design & Technical Production
I served as the bridge between creative strategy and technical execution, ensuring the brand was production-ready for both the web and the world’s largest digital displays.
- Environmental UI: I designed digital marquees and high-scale motion assets for iconic locations including New York’s Times Square and the Las Vegas Strip.
- Responsive Architecture: I moved from quick wireframes to a high-fidelity WordPress site in record time. I structured the site to handle heavy traffic and frequent content updates as over 700 million people engaged with the movement online.
- Asset Scalability: I developed a suite of digital collateral for participants who lacked in-house design resources, ensuring that even small venues could maintain brand integrity when joining the movement.
Outcome & Impact
The campaign reached over 700 million people across five continents and trended in the top 10 on Twitter. The project’s success led to organic partnerships with global brands like the NFL, T-Mobile, and Aston Martin.
- Recognition: The movement was awarded a Silver at the Summit International Award (2020) and a Gold at the Telly Awards (2021) for Social Impact.
- Growth: I managed the digital transition from #LightItBlue (focused on physical landmarks) to #MakeItBlue (a broader community movement), ensuring the web platform evolved alongside the campaign’s mission.