UNDO is a California public health program focused on reducing the harm caused by the tobacco and nicotine industry through education and awareness.

Escape Nicotine is a campaign built around the idea that today’s vape and nicotine pouch users are the “lab rats” for products whose long-term effects are still being studied. As lead designer, I translated this concept into an engaging campaign page that provided information and resources to help users quit nicotine.

A key challenge was the compressed timeline, with final copy and assets arriving late in the process, requiring the design to remain flexible and evolve quickly.

Wireframes

The wireframe phase began before any final copy or assets were available, with only a general understanding of the campaign and its goals. The challenge was to create and present a clear page structure that could later adapt to content that was still being developed.

I worked through multiple iterations alongside the production team and client to define the final structure. This meant designing in parallel with copywriting, photography and video production, continuously adapting the wireframes as the campaign took shape.

Defined design

The design continued to evolve throughout the project, requiring me to move into high-fidelity mockups before the wireframes were fully finalized. I initially explored a more immersive experience, but the compressed timeline led to a simpler approach focused on delivering the campaign message clearly.

I used a dark, eerie visual direction to complement the photography of patients being experimented on with nicotine products and reinforce the “lab rat” concept. As users move through the page, the tone becomes lighter and more supportive, shifting the focus toward reasons to quit and resources that can help.

Mobile expirience

With the campaign primarily targeting a younger audience, the experience was designed with mobile as a priority. I focused on adapting components, interactions and content for smaller screens to create an experience that felt engaging and easy to navigate on mobile devices.

Along with leading the design, I also developed the campaign page in Webflow. As my first campaign for UNDO, it gave me the opportunity to take the experience from concept to final implementation. Working directly in Webflow allowed me to fine-tune interactions, responsive behavior and visual details to make sure the final page stayed as close to the original designs as possible.