Led the design of an adoption campaign across social and web platforms by applying a user-centered process. Conducted research into audience behaviors and barriers to adoption, then mapped pain points into a storyboard that guided content flow. Prototyped bold typography, vibrant visuals, and narrative elements to test emotional resonance and clarity of message. The final design balanced empathy with usability, delivering a clear call-to-action that removed friction, inspired compassion, and empowered audiences to adopt and give animals a second chance.