Meredith Rose

For the Anthem.com global redesign, a massive business problem emerged: the ACR was driving way too many to Anthem's digital experience to learn, but people don't like to read, much less read about insurance.

So I crafted a strategy for the entire Anthem.com site to use, used clear, simple language, a bit of repetitive learning, and lots of widgets and visuals. Now, users could shop, log in, or find relevant info. Contact easily when and where they expected to find it.

The redesign leveraged Anthem's global strategy and earned kudos for its digital design. I owned all copywriting, content design, strategy, UX, and IA.

Thorn.org is a unique non-profit team in Silicon Valley. Thorn has one purpose: use technology to stop technology-driven online child sexual abuse. The Thorn brand had lost its spark in its four years; immediately losing it in the minds of Silicon Valley mogul it was the challenge.

We started with the insight: be relatable in tech terms and open hearts and minds. We created our own visual language with original artwork that spoke the resonant words that are hard to say. Truthfully, we were already there. Planting emotion with the problem so we didn't just target. Instead, we joined into solutions. It was a ground-up redesign of site architecture, content, messaging, voice, aesthetic, and target audience engagement.