Creative Direction | Zipwhip’s Phone Call Survey Creative

Question

How do you communicate a common source of stress — anxiety around phone calls from unknown numbers — in a way that feels positive and on-brand?

Exploration

A survey conducted by Zipwhip revealed that many people experience anxiety around unexpected calls. The challenge was to translate this insight into visuals that could tell the story without amplifying fear or negativity. We explored how emotions could be represented visually, thinking about tone, metaphor, and accessibility, so the artwork would resonate with audiences while staying friendly and engaging.

Expression

I led the creative team while also developing the key campaign artwork. The series of illustrations and designs captured the emotional experience of unexpected calls, balancing humor, empathy, and clarity. The assets were created to be applied consistently across campaign materials, reinforcing Zipwhip’s brand while addressing a real user concern in a thoughtful way.

Meaning

The campaign transformed a common source of anxiety into an approachable, branded story. It helped audiences feel understood, reinforced Zipwhip’s human-centered approach to communication, and delivered visuals that were both meaningful and shareable across channels.

Creative Director: JP Flores
Content Marketing Manager: Natalie Schwab
Copywriters: Cynthia Goldsworthy, Carlene Reyes
Digital Designer: Danielle Patlak
Visual Designers: Kira Hadalski, Daisy Fry