The brand was aggressively promoted on social media with predominantly original material created and assembled in house under my oversight. We created user polls and brackets to push traffic directly to the website.
The Arrow
Gen-X men were underserved by AARP's existing content ecosystem — too broad, too soft, not built for how they consume media. The Arrow was designed from scratch as a standalone brand with its own voice, visual identity, newsletter architecture, and social presence. Every design decision — from type choice to content cadence to social format — was made to feel native to the audience rather than imported from a parent brand. The Arrow launched to immediate traction and exceeded all engagement benchmarks.