A new design system built for web that can scale for in-person events, and also helps improve performance marketing.
We launched our new brand simultaneously, on web, across our lifecycle experience and CRM, in established digital channels, and at one of our key in-person events. The brand (and all the new media) had just the right amount of flex to handle any and all touchpoints - and some new ones across social and print as well.
A brand new website that makes a splash in the marketplace, and clarifies a bifurcated experience for both direct customers and b2b partners. I provided the initial design direction, new media assets, and a library of icons and we worked with a developer called Webstacks to build out a headless CMS for us to use going forward.
A seamless experience from email, to web, to events.
In collaboration with our developer I spearheaded the development of a new brand design system for web. From foundations to complex components, everything was meticulously considered. I took on the role of designing and documenting the “lite” version for CRM. It just made sense for people to have a seamless design experience going from an email to a page on our site. Both experiences feature consistency across components, typography, visual styling and use the same icon system library. The new system was a great success improving our engagement metrics immediately (+8% CTR and +14% CTOR). After lifecycle we scaled the same thinking and direction into an effective SMS parallel path. Our CRM worked double duty serving both insured customers and their agents simultaneously. My aim is always for the brand to be consistent, effective and feel personalized across every single opportunity - from an ad to a text, a landing page, a commercial, a sign up form, an introductory email, even a food truck!
And our brand showed it’s stuff everywhere else as well.
