Creative Direction | Zipwhip’s Phone Call Survey Creative

A visual campaign translating uncertainty around unknown calls into a calm, human-centered brand expression.

Challenge

Address the anxiety associated with unknown phone calls without amplifying it or turning it into a heavier emotional narrative.

Insight

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.

Strategy

A restrained visual language was developed using light metaphor and accessible illustration to express hesitation and resolution in a simple, human way.

Experience

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.

Impact

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