Role: Art Direction/ UX Design/ Graphic Design

Branding and Art Direction:

Overhauling Physical and Digital Assets

Projects

  • Updating urgently needed sales collateral and presentations to support sales department

  • Creating assets for marketing, including event materials, digital ads, and branding documents

  • Working with other departments to support internal and external clients in utilizing company’s services.

Duration

  • Phase 1 (Marketing collateral overhaul): Jun 2023- Jan 2024

  • Phase 2 (Digital focus, Website redesign, begin incorporating video and motion graphics): Ongoing as of Jan 2024

Tech Used

  • Web: Figma, Wordpress, Zoho Sites, Adobe Illustrator, and Photoshop

  • Marketing Collateral: Adobe Design Suite (Adobe InDesign, Photoshop, Illustrator

Problems

  • Incohesive branded documents

  • Lacking documents and presentations to support sales

  • In need of documents for new programs and technology being introduced

  • Support documents for end users, especially in healthcare

  • Website is dated with usability and accessibility issues.

Goals

  • Increase traffic to the website and conversions from forms

  • Increase usage of current clients with service access guides

Constraints

  • Current logo must remain. Adapting brand colors are possible, but also must stay within the scheme of purple with green accents.

  • Sales needs print materials and handouts before addressing the website which may potentially be more important in driving conversions and qualified leads for the company.

Company relied for far too long on outdated documents that were created by various outside freelancers in a piecemeal fashion, resulting in little unity and mixed impressions of the brand.

Priority 1: Establishing Brand Standards

When first reviewing past work, it was evident that no one had laid out the rules that every brand needs to follow. So with the constraint of using existing logos and colors I laid out the rules to follow for creating physical and digital assets moving forward.

Priority 2: Consistent Sales Collateral

Per the strategy laid out by the Director of Sales and Marketing, they urgently wanted new materials for presentations, RFP’s, and leave behinds for the sales team. So I got to work with the marketing team to prioritize which assets should come first and we created a series of one-page fliers, a master slide deck that the sales team could use to customize sales presentations, a new RFP layout, and other assets to support the sales department.

Myself and the marketing department created a master slide deck of more than 150 slides comprehensively covering all aspects of the company. This was used for creating a customized first pitch deck. There are other slide decks, detailing individual service lines with slightly different layouts, so the sales team can easily differentiate between one for prospects and one for on-boarding clients. I also worked on a number of presentations for existing clients for reporting and answering RFQ’s and RFP’s.

Priority 3: Driving Traffic and Leads to Existing Site

While auditing the existing website, marketing still had the objective of driving traffic to create more conversions. To do so we created a number of display ads, promoted posts, and content pieces. We created multiple size ads for a display ad vendor, experimented with carousel ads on LinkedIn, and developed several longer form content pieces that we could promote in both email and social.

Hey I’m Building Here!

Check back when I’m done. This page is in progress.

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Branding and Visual Design