BRANDING / UX / VISUAL DESIGN
Company: EverString
Role: Creative Director
Responsibilities: Branding, UX, Visual Design, Customer Research
EverString is a B2B SaaS platform, which uses AI and machine learning to help sales and marketing professionals find highly qualified accounts. As Creative Director, I led a team of designers, copywriters and developers to build a brand visual identity and creative strategy, which was rolled out across a variety of channels including web, video, display advertising, social media, ebooks, direct mail and events.
PATTERNS IN NATURE
Part of how EverString’s technology works is by identifying patterns in data. In order to visually communicate this idea, I chose the concept of “emerging patterns in nature,” where the “nodes” would visually represent data points. This allowed for rich and lush visual imagery of succulents and other images of nature.
BRAND STYLE GUIDE
I created a brand style guide, which communicated rules for typography, color, photography, logo usage, and general look and feel. This was used both internally and by 3rd party vendors in order to make sure all materials were consistently on brand.
WEBSITE REDESIGN
The goal of the redesign of EverString.com was to make it a more effective inbound marketing and sales tool. One of the challenges of the redesign was that the site needed to be relevant for and communicate value to two distinct audiences (sales and marketing professionals).
Designing a Full-Funnel User Journey
Working with the VP of Marketing, we used card sorting and sketches to determine the initial information architecture and user flow of the site.
SUPPORTING DEMAND GENERATION
All creative materials had to function as integral parts of our overall marketing strategy. This included designing reusable Marketo templates for emails and landing pages, which could be used across multiple campaigns. Working with the CMO and VP of Sales, we developed a series of downloadable short form ebooks and cheatsheets to drive engagement and demo requests, which resulted in a 30% increase in closed-won deals.
MOTION GRAPHICS AND VIDEO
I created custom motion graphics for the website as well as our trade show booths. I also provided creative and strategic direction on our company overview video (produced by Lunamik).