MARKETING / PROJECTS
video ad
Creative Director / Designer / Project Lead
script written by Cultivator Content Labs
filmed + edited by Cultivator Content Labs
brand direction by Sarah Peek
CHALLENGE
customers have a difficult time understanding how the product suites work together
GOAL
create a digestible, solution oriented video for our homepage + ads
IMPACT
+ 13% increase in homepage view duration
+ 3% decrease in bounce rates
+ 2.6% click thru rate
RESEARCH
dissecting videos from other B2B brands
discoveries:
+ technology should be the focus
+ using plain language is key to showing off solutions
IDEATION
creating a look and feel for the video
structuring the story and linking it back to product initiatives
ITERATION
providing creative direction on the script
collaborating on storyboards and shot list
creating product mockups
IMPLEMENTATION
making the vid Olo’s homepage hero
cutting down + serving as ads on LinkedIn
adding to booths
video ad
Art Director / Designer
script written by Beto Gonzalez
animation by Optimus Agency
CHALLENGE
lucidchart lacks brand awareness
GOAL
show off the software in an approachable, yet smart way
IMPACT
+ 3.2% engagement rate
+ 3.6k increase in followers
+ 24% increase in impressions
Watch the Full Video ➔
RESEARCH
gathering data on our target audiences
pulling inspo + ad performance data
discovery:
our customers need to see a clear solution + CTA
IDEATION
determining which product features to show off
figuring out what solution story to tell
creating a look and feel
ITERATION
several rounds of iteration on a script and storyboards
landed on a smart story with crisp visuals
directed the agency on animation style and voice over delivery
IMPLEMENTATION
i asked for two versions of the ad (one male VO + one female VO) to A/B test
the ad was primarily served on Youtube
email style guide
Designer / Project Lead
CHALLENGE
designing emails is time consuming and tedious
GOAL
create a modular email design system
IMPACT
+ 1/3 of the time spent on emails
+ consistent & cohesive emails
RESEARCH
analyzing past emails to find best performing layouts
discovery:
emails should be designed like landing pages with short heros, bullets, etc.
IDEATION + ITERATION
exploring typography for H1, H2, etc.
figuring out appropriate padding
testing email layouts for best performing layouts
IMPLEMENTATION
creating components
designing email frames in auto-layout to easily drag and drop modules in