Campaign Visuals
Digital Advertising
Paid Social
Landing Page
Infographic
The danger behind social engineering is real. Attackers use this tactic because it looks like something ordinary, creating a false sense of safety that disarms people before they realize what’s happening. To make the idea of social engineering instantly relatable, I framed it through a predator-and-prey lens: a silent hunter watching, waiting, and striking the moment someone lets their guard down. This grounding makes an abstract threat feel real and understandable.
The Challenge
Social engineering doesn’t announce itself. It looks like a routine request, a familiar tone, a harmless interaction. That false sense of safety is exactly what bad actors exploit, making people vulnerable long before anything appears suspicious. The goal was to position this invisible danger quickly and in a way people could immediately relate to.
The Approach
I created a predator-and-prey concept rooted in how attackers use social engineering tactics: watching for human instinct, waiting for the smallest drop in awareness, and striking when trust creates an opening. The wolf symbolizes this silent hunter—methodical, patient, and opportunistic. The visual and verbal system extended across social ads, digital placements, and an educational landing experience designed to make the threat feel personal, immediate, and real.
The Approach
The campaign shifted SMB leaders’ understanding of cyber risk from technical breaches to human vulnerability—the quiet moments where trust is exploited. This led to deeper engagement with educational materials, webinar registrations, and internal conversations about how social engineering begins long before anyone recognizes the danger.
Why it Worked
Instead of focusing on code, systems, or fear, the campaign focused on people—their instincts, assumptions, and the deceptive familiarity attackers use to get close. By revealing the moment when the harmless suddenly becomes dangerous, the work made an invisible threat visible in a way viewers could feel and understand.
Campaign Visuals
Digital Advertising
Paid Social
Landing Page
Infographic
The danger behind social engineering is real. Attackers use this tactic because it looks like something ordinary, creating a false sense of safety that disarms people before they realize what’s happening. To make the idea of social engineering instantly relatable, I framed it through a predator-and-prey lens: a silent hunter watching, waiting, and striking the moment someone lets their guard down. This grounding makes an abstract threat feel real and understandable.
Inspired by the strength found in connection, inclusivity, and the cross as a symbol of care, the SCHC logo reflects a brand rooted in community, compassion, and accessible healthcare.
Inspired by the strength found in connection, inclusivity, and the cross as a symbol of care, the SCHC logo reflects a brand rooted in community, compassion, and accessible healthcare.
A palette designed to convey trust, warmth, and accessibility through the forms and colors that define the SCHC visual brand.
