Overview

We Need To Talk was a fully integrated activation under CVS Health’s Here for Women initiative, designed to break the silence around postpartum depression (PPD) and postpartum anxiety (PPA). Piloted in select Philadelphia-area MinuteClinic locations, the campaign invited new mothers who suspected they were struggling with PPD or PPA to schedule a free counseling session with a licensed therapist. Through humanistic imagery, authentic video, and empathetic messaging, we raised awareness and offered a compassionate solution.

Role

Challenge

Address the isolation new mothers feel when facing PPD/PPA

Tie a local service activation (MinuteClinic counseling) into the broader Here for Women platform

Balance data (1 in 5 moms face PPD) with heartfelt, stigma-busting storytelling

Overview

The Value of Caremark B2B 360 campaign was a comprehensive video-led and digital initiative showcasing real member experiences to pharmaceutical benefit managers and enterprise clients. We captured authentic interviews with Caremark members, distilled their stories into engaging social videos, and extended the narrative across static social posts and paid HTML web banners featuring member quotes. The campaign highlighted four proof-points—Affordability, Access, Transparency, and Personalization—to reinforce Caremark’s value proposition.

My Role

I served as the lead designer, orchestrating the visual identity, motion-graphic treatments, and digital assets from concept through final delivery. Partnering closely with creative director, copy writers content strategists, developers, editors and digital marketers, I ensured every asset—video or static—aligned with brand guidelines and resonated with a B2B audience.

The Challenge

Pharmaceutical benefit decision-makers demand both human stories and clear proof-points. Our challenge was twofold:

1. Humanize the member experience through testimonial-driven videos, static posts, and rich media banners.

2. Highlight four RTBs (Reasons to Believe) within each asset:

Affordability - We leverage our scale to negotiate the lowest possible net drug costs, and continuously innovate to introduce new built-in, seamless solutions.

Access - We allow for greater access to medication through broad, flexible network strategies, and through technology advancements to reduce barriers and friction.

Transparency - We earn the trust of those we serve by finding ways to increase both clarity and insight into what we do and how.

Personalization - We meet the unique needs of our customers and clients with customized, flexible service and solutions that evolve with the market.

‘Shop with me’ is a three part video series to be posted for CVS to be hosted on their targeted, paid social channels on Meta and TikTok. These videos are stand-alone videos, but depending on the platform’s algorithm, a user could be served one or all of the videos throughout the Fall-Winter 2023 season. Utilizing the popular platform’s rhythm of a user’s shopping hall, the three videos follow the themes Beauty, Cold & Flu, and Women’s Wellness. Each video highlights the role of savings by ExtraCare (CVS’ loyalty program), as well as the range of popular products. My role for this video was concepting, directing, filming and staring (shout out to my hand!).

CarePass is the premium-paid customer loyalty program for CVS Health, focusing on giving its members the key to a healthier lifestyle through the balance of savings and convenience. Along with the team of marketing strategists, data scientists, a copywriter and UX digital implementation, we were tasked with the goal to optimize and redesign the acquisition landing page for CarePass.

The fact that CVS Health reaches millions of Americans everyday with their locations conveniently scattered all throughout, it’s no surprise that on average, 1 in 4 Americans are enrolled in their base loyalty program, ExtraCare— making it the largest retail loyalty program to date.

With budgeting on the top of most everyone’s mind during the pandemic, CVS wanted to reengage with their loyalists by relaunching the program and reeducating the members of their savings potentials by utilizing the program benefits. The solution, a full multi-media campaign advertising the relaunch of the program, its added benefits, as well as promotional freebies for newly acquired app users. The campaign would consist of commercial video spots, social media posts, website assets, paid advertisements, printed direct mail pieces and in-store signage.

Collaborating with a creative director, associate creative director, two copywriters and two other designers, my role as a designer on this campaign was being a part of the core group to concept and strategize the storytelling theme/messaging— including building mock-ups of the additional supporting campaign assets. Together, we also mapped out storyboarding the commercial video spots. I assisted with the video pitch deck— as well as partnered with a copywriter to concept and execute social media assets for the entire month of the relaunch.

In 2020, during my time as a contract designer for CVS Health, I had the wonderful opportunity to lead the art direction of the photography for the Holiday Campaign. These images were created with intent to be utilized throughout all outlets of the enterprise, including e-mail, social media, paid assets, weekly circular and more.

An interesting challenge during the production of this project, was that due to COVID and social distancing guidelines, the entire team executed the photoshoot remotely.

Chelsea’s Creamery is an awesome homemade ice cream shop that is independently-woman-run and is located in Warren, RI. As a freelance designer for Chelsea’s, I created the brand’s website located at chelseascreamery.com …which included art directing and photographing all images as well.

I also wrote copy and created social media posts utilizing the shot images.

While at CVS Health, our team was tasked by our partners to create a library of assets —of all media output sorts to promote digital adoption, such as downloading the pharmacy app, signing up for text alerts, and subscribing to e-mail. These assets were also intended to be pulled into various promotional and seasonal campaigns.

I was partnered with a copy writer, and together we created a guide of imagery/messaging pairings to be shared with the rest of the creative team. Aside from the guide, we delivered a library made up of over 50 assets that included e-mail snipes, e-mail banners, banners for the website and snipes for direct mail.

While on the Marshalls Digital Creative team, I concepted and designed various seasonal assets for the brand’s Pinterest feed.

While at Brahmin Handbags, I've had the pleasure to collaborate with the photographers and visual manager to style seasonal product photos to be used across the email, website and social channels. 

While at Brahmin Handbags, I owned the e-mail channel, meaning I was an integral contributor to the e-mail marketing strategy. I designed the layouts, collaborated with a copy writer, e-commerce/marketing team, executed art direction of any extra product shots needed and also sent out the final email to various send lists. In a typical week Brahmin sends about three e-mails.

Together with a fellow Web Designer on the team, I redesigned the  Welcome, Post Purchase and Birthday e-mail series.

The Welcome Series contains four e-mails that introduced newly subscribers to the brand by educating them on the robust history of craftsmanship, highlighting Brahmin classics and also surprising them with a special promotion during their birthday month.

The Post-Purchase Series contains three e-mails that the customer would receive after purchasing a product. The intent of the multiple emails would 1. offer a promotion to entice a second purchase, 2. educate them on caring for their newly purchased product and 3. requesting a review to further help other Brahmin loyalists. 

Throughout the entire series we decided to utilize photography as a way of engaging the new members of the e-mail community.

During my time as a Junior Graphic Designer at Rue La La I was responsible for designing  doors that represented the individual curated boutiques being featured on the site. I treated each door as its own unique puzzle that was often solved by layering and collaging. Rue La La operates at an incredibly fast pace since the site (and all of its boutiques) refresh twice daily, so as a Junior Graphic Designer, I completed about four to eight doors daily.

While being a Junior Graphic Designer at ALEX AND ANI, I had the wonderful pleasure and opportunity to work on a number of e-mail campaigns. The featured e-mails were sent out during multiple range of seasons. 

In 2016 ALEX AND ANI debuted Nightly Meditation throughout their social media accounts. The messages and series are meant to motivate, soothe and inspire their fans to find peace within their own personal lives. The campaign started as a five day series that would occur monthly. Nightly Meditation evolved throughout the year with its design as well as strategy of only being a single post once a month. I designed the templates throughout all editions of the series. 

Deities was created to introduce readers to Greek and Roman Mythology while focusing solely on some of the most influential goddesses. This visual representation of the goddesses is intended to emulate the majestic and beautiful aesthetics of fashion photography. Through these images, modern viewers can appreciate the deities for their majesty, complexity, and strength. Today’s women often look to the future and to contemporary figures for their role models —but perhaps we should be looking back at the timeless figures that are the goddesses.

Deities resulted in a complete book filled with introductions to the seven goddesses. The entirety of the book was designed, written and photographed by Ashley Rego. For each of the goddesses, hanging signs reading the specific name of the deity were constructed to hover behind the models. (So each of their names are actually in the shot!)

 Along with the book, "trading cards" were created with information about each of the seven featured goddesses. A set of three posters were also created. 

Collection of images from this series can be found on my flickr stream. Books and prints are currently for sale, so please don't hesitate to email about where/how to buy!  ashley.r.rego@gmail.com

Sixteen students (including myself) engaged in a one week collaborative workshop to explore the magic of creating a unique and consistent typeface. After we did a lot of lettering, refining, and laughing, Astraea the typeface was born. Along with a final vector version, Astraea was also created via a CNC machine in both rough plywood and end grain maple for letter pressing purposes.