Family Power Up

Parents Empowered needed a way to move beyond awareness messaging and actually get families talking about underage drinking in a natural, meaningful way.

Instead of interrupting family time, we built into it. Partnering with Lagoon amusement park, we turned a day at the park into an interactive scavenger hunt where families unlocked messages hidden throughout the experience. Each touchpoint was designed to spark small, real conversations between parents and kids, building toward a larger dialogue about the risks of underage drinking. Once all messages were unlocked, families could redeem a reward at the end of the day.

I led the art direction and overall design of the experience, shaping the visual system and creative approach from concept through execution. I also oversaw a team of designers to ensure consistency across all park touchpoints, balancing clarity, playfulness, and sensitivity for a family audience.