When I came in, they had an established, but simple, brand identity - a single logo variation and a small color palette, a couple of PowerPoint illustrations and a freshly redesigned website. This role may have been called Graphic Designer, but it was part brand design, part growth design, part front-end HTML coder and Hubspot CMS specialist.
Brand Cleanup, Library Development and Brand Evolution
One of the first things we did was to tighten up the logo file and create variations - such as a vertically-stacked version, and one with a mega-sized icon. We also created simplified icon variations for one-color use on t-shirts, along with another simple version for embroidery.
I built out their design library using Lingo. This allowed anyone in the company to get access to our brand book immediately so they could immediately create consistent materials.
Brand Illustration
As we built out the library, it was easy to see where the brand was missing components that would help tell their story. I developed additional vector-based illustrations of the product to match the style that had been established in the animations on the website.
And I developed infographics that helped translate their benefits into impactful visuals. This example shows how many kinds of data are available inside the product, because the sheer amount of data available is one of the company's biggest differentiators.
Social Media Library
I worked with the Director of Demand Generation and the Director of Partnerships to identify a need for a unified social media library in Canva that would enable them to create brand-consistent designs on the fly.
Motion Graphics and Animation
I created these videos to extend our brand across presentations, webinars, and social media.
Trade Show Booth
The pop-up booth I designed for their first trade show in a decade.
Swag and Promotional Items
T-shirt illustrations for the annual corporate offsite retreat featured the skyline of San Diego, the city where it was hosted.
Home Page Redesign
Collaborated with the entire marketing team and the CEO to redesign the home page.
I worked with our team of coding consultants to develop several new modules for our Hubspot site. I also created all illustrations for the new home page.
Left: before Right: after
Blog Redesign and Optimization
Improved stats across our blog pages by redesigning the template, recommending a new style of hero image, and adding video above the fold. Optimized images across the blog posts.
Left: before version Right: after version
Landing Pages
Designed landing pages and continually optimized them, A/B testing theories to increase conversion rates.
Partner Pages
Designed 40+ partner landing pages based on several templates.
