The Simple Start Challenge was a two-week January initiative designed to turn New Year motivation into long-term habit building. As Lead VX Designer, I worked closely with our Senior Graphic Designer to create a cohesive visual system spanning paid and organic social, in-app graphics, and a multi-email retention journey.

Together, we built a campaign playbook consisting of templates, typography, graphic rules, a social calendar, and an image library, to make the campaign easy for creative teams to scale. The campaign centered on four nutrition “building blocks,” each represented as a color-coded corner of a square frame system that anchored the look and feel. This structure simplified a complex concept, helped the challenge stand out in a UGC-heavy feed, and created instant brand recognition.

This project ultimately became one of the strongest conversion moments of the year, driving higher new-user sign-ups and more Premium trial starts YoY.