Ancestry
It’s A Family Thing
Role: Senior Designer, Production Design
Agency: W+K
Year: 2023
Team: Azsa West, Susan Hoffman, Sara Phillips, Jarrod Higgins, Clelia Hernandez, Stewart Poindexter, Jason Scott, Katie McHugh, Reshi Dev, Luke Wilhelmi, Victoria Tengblad-Kreft, Jeff Ackley, Adam Sirkin, Chang Xu
W+K’s “It’s a Family Thing” campaign for Ancestry marked a shift from solo research activity to shared storytelling, celebrating how families connect, preserve, and pass down their histories. The campaign brought evolving family traditions to life through a series of films.
As a Senior Designer, I was involved in pre-production for all photo and film shoots, ensuring visual elements were grounded in each family’s unique story. I designed type treatments and collaborated on the illustrated framing system (illustrated by Reshi Dev) which drew from real heirlooms, objects, and traditions specific to each family. I also handled post-production design, including animated GIFs, supers, translations, and supporting assets. Our team delivered a full campaign toolkit with guidelines, templates, and an image library for Ancestry’s digital and social platforms.
