barilla BCA Raffle Kit, Logo & INITIATIVE Assets

Creative Direction | Lead Design

Barilla partnered with BluEdge to develop a Breast Cancer Awareness initiative centered around an employee raffle experience. This project focused on designing how people engage with a cause—not just how it looks.

The project required designing a coordinated system of physical and visual touchpoints—including a redesigned pasta package, raffle kit, posters, and supporting materials—each contributing to a shared moment of engagement.

Rather than functioning as standalone deliverables, these components needed to work together as a cohesive experience, reinforcing participation, awareness, and emotional connection across the organization.

driving engagement around a meaningful cause

This project required translating a meaningful cause into an experience that could engage, inform, and unify an internal audience.

The complexity came from balancing three competing demands:

  • Emotional authenticity
    The experience needed to feel respectful and genuine, avoiding anything that could feel superficial or overly promotional

  • System cohesion
    Multiple components—packaging, printed materials, and physical elements—had to feel like parts of a single, intentional system

  • Practical constraints
    Production feasibility, assembly, and distribution all shaped what was realistically possible

This created a layered design problem of not just how each piece looked but how the entire system worked together to create a meaningful and engaging experience.

the Approach

I approached the project as the design of a behavior-driven experience system, focusing on how each component contributed to a unified moment of interaction.

To guide decisions, I defined three core criteria:

  • Emotional resonance
    Does the experience communicate care and awareness in a way that feels genuine?

  • System cohesion
    Do all components reinforce a single, unified message?

  • Clarity of participation
    Does the experience make it obvious how and why to engage?

This framework ensured that each design decision contributed to both emotional impact and functional clarity.

establishing systems

Each component was designed to trigger a specific moment within the experience, contributing to a cohesive sequence rather than acting independently.

  • The pasta package introduced the initiative and established emotional context

  • The raffle kit created a central interaction point, framing participation as a shared experience

  • The posters extended the message into the environment, reinforcing visibility and awareness over time

  • The premiums added tangible value, increasing engagement and creating a lasting connection to the initiative

Together, these elements formed a system that guided users from awareness → interaction → participation, rather than relying on a single touchpoint.

Related Work — Barilla Love

While this project focused on internal engagement through experience,
Barilla Love explored how the same brand system could adapt to consumer-facing packaging at scale.

Together, these projects reflect an approach to working within global brands:

designing systems that can flex across contexts while maintaining consistency and recognition.