BRANDING / PROJECTS
photo refresh
Art Director / Editor
photography taken by Cultivator Content Labs
CHALLENGE
current photography doesn’t fit our brand or accurately represent our product suites
GOAL
create a photo library that aligns with our marketing objectives
IMPACT
+ pushed the brand into a more defined aesthetic
+ created consistency for sales decks, ads, and web
RESEARCH
identifying needs and matching them to the marketing plan for the year
discovery:
photos need to focus on tech rather than the restaurant experience
IDEATION
looking through pinterest and dribble for inspiration
aligning inspo to list of photography needs
defining a style for photography
ITERATION
creating a shot list, mood, and props list for the shoot
selecting talent
defining look and feel for photo editing
IMPLEMENTATION
editing photos to the defined style
creating stop motions for social and ads
setting up tags in brandfolder
CHALLENGE
ZAGG’s social content has an engagement rate of less than 1% with low reach
GOAL
increase impressions, grow followers, and have a consistent engagement rate of 3%
IMPACT
+ 3.2% engagement rate
+ 3.6k follower increase
+ 24% increase in impressions
RESEARCH
exploring the landscape
pulling inspo from skullcandy + cotopaxi
discovery:
aesthetic consistency allows for familiarity
IDEATION
designing a process for campaign creation
identifying target audiences using website and social data
experimenting with monochromatic imagery
ITERATION
refining the art direction + creating figma templates
setting up weekly performance calls
pulling in data to determine our next campaign theme
IMPLEMENTATION
applying the new process and data findings to imagery
prioritizing video
curating content to our audience
ui imagery
Art Director / Project Lead / Designer
design principles created with Erin Snyder
creative direction by Ether Ling
CHALLENGE
software screenshots are confusing for our users
GOAL
show off the software in an approachable and informative way
IMPACT
+ created consistency across the suite of products
+ allowed the product marketing managers to show how products work together
RESEARCH
exploring the landscape
pulling inspo from figma, asana, and adobe xd
discovery:
each brand has 3 levels of ui fidelity in marketing materials
IDEATION
discovering how to create focus in imagery
deciding what software elements are necessary to explain function
figuring out how much product ui is too much
ITERATION
refining the art direction
setting up rules and use cases for imagery creation
IMPLEMENTATION
educational styling is only used for onboarding and in product
inspirational styling is used for all marketing
social media
Art Director / Project Manager
strategy created with Leah Redensky
copy written by Jacob Hamblin
photography taken by Jim Kemper