FEMA App
Ads
Project Overview
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For the FEMA App campaign I led the design and strategic direction for a multi-platform promotional effort featuring an animated video and social graphics. Our audience was the general public, a broad and diverse group spanning ages, backgrounds, and levels of disaster readiness.
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The goal was to position the FEMA App as a simple, inclusive tool that helps people take charge of disasters by planning, protecting, and recovering with confidence. The animated video was central to this effort, serving as an engaging, accessible centerpiece that communicated key features in a way anyone could understand
The Challenge
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Mobile apps are everywhere. Getting someone to download and use a new app is difficult when attention is short and trust is even shorter.
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For the FEMA App campaign, the challenge was twofold: first, make a national audience feel like this app was relevant to their unique situation and risk profile. Second, overcome perceptions of government tech as clunky or overly complex. We had to communicate value quickly in a way that felt friendly, clear, and useful to a diverse population.
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Every viewer needed to feel that the app was something for them whether they were a parent, a neighborhood volunteer, someone living in a high-risk area, or simply someone who wanted to be better prepared.
The Process
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We began with a core clarity exercise: distill the app’s benefits into three simple pillars that would resonate across demographics. We landed on PLAN, PROTECT, and RECOVER—concepts that are universally relevant and easy to visualize.
From there, we developed a visual language for the animation that balanced authority with approachability. This meant:
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Inclusive character design representing a range of people and circumstances.
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Clean iconography and motion that broke down functional features into relatable moments.
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Color and typography chosen for accessibility to meet federal standards and ensure legibility.
Simultaneously, we built out a suite of social graphics aligned with the animation’s look and feel so the campaign would feel consistent across formats and platforms.
The Solution​
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The animated video distilled complex functionality into digestible narrative beats that illustrate real-world use cases. Using friendly visuals, clear motion cues, and concise language, we communicated how the app helps people plan for common hazards, receive real-time alerts, and access recovery resources when they need them most.
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Supporting social graphics reinforced these messages with short, actionable hooks tailored to different audience segments. This cohesive visual system helped reduce cognitive load and invite engagement without overwhelming viewers with technical details.
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The integrated campaign spoke directly to diverse audiences by showing scenarios that ranged from family preparedness to community action, all while maintaining a consistent brand voice rooted in clarity and empowerment.
Conclusion
The campaign’s strength was in its design clarity and emotional accessibility. By breaking the app’s value into human-centered themes rather than technical specs, we made insurability feel practical and relevant. The inclusive visual approach made it easier for a wide range of people to see themselves using the app.
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If I were to iterate on this campaign, I would expand on localized storytelling tied to real community contexts. Creating versions that reflect regional hazards and cultural nuances could deepen relevance and drive even greater adoption. I would also build in more interactive social formats early on to capture attention and measure engagement in real time.
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Ultimately, this campaign demonstrated that thoughtful design grounded in empathy and simplicity can turn a utility into a tool with personal meaning.