Outreach
Dates: Jan 2022 - Nov 2023
Role: Creative Director, Marketing + Brand
Over a span of 2 years, I led a successful brand transformation, revitalizing a previously neglected brand. These efforts had a far-reaching impact on every aspect of the business, encompassing a brand refresh, a thorough overhaul of internal workflows, the creation of new template libraries, the career advancement of a senior designer, the design of multi-million dollar events, the development of a messaging strategy, the creation of merchandise, the establishment of style guides, and the formulation of a comprehensive marketing strategy.
Contributions
Increased ad revenue by 5x: Enhancing ad production efficiency through streamlined workflows, copy guidelines, and simplified design treatments.
Established comprehensive and accessible branding resources for cohesion throughout the organization.
Realized cost savings by consolidating agency partnerships, opting for a single trusted partner, and optimizing resource allocation.
Elevated marketing design to spotlight platform and features through motion design and brand consistency.
Managed marketing collateral across various channels, including eBooks, event branding, and the development of an all-new web experience.
Nurtured and developed design talent to drive creative excellence within the team.
Storyboards, script writing, motion design and creative direction for the What Is Outreach video.
A bold brand refresh
When I joined Outreach, the visual identity was in disarray with stock illustrations, clashing colors, and overly ornate typography. To tackle this, I created a strategic plan for executive leadership and collaborated with ENVOY, my trusted agency partner, to realign our brand's core elements.
I directed the vision across agency and internal teams to reimagine all top-level messaging, developed product feature visuals, incorporated real-world product views in lifestyle settings, utilized focused and complimentary color choices, emphasized the key elements of the hook, information, and call to action. The inclusion of dynamic statistics, inspiring headlines, and other enhancements resulted in a significantly more engaging web experience while maintaining a sense of sophistication and effective communication.
Introducing a fresh set of guidelines aimed at achieving a more cohesive and consistent brand experience.
The revamped identity system incorporated clear usage guidelines, icons aligning with the product's aesthetic, and photography featuring diverse sales professionals in settings that complemented our color palette. We also introduced infographics, illustrations, and, importantly, established guidelines for our tone of voice.
Brand Guidelines (Web)
Brand Guidelines (Book)
Platform Blueprint / Marketecture Diagram
Visualizing and bringing clarity to the Outreach platform was one of the early priorities. I worked with executive stakeholders, the CMO, and the CEO's chief of staff to develop and strategize the marketecture blueprint.
5x in revenue return with streamlining tedious tasks
with efficient / partially automated
workflows
With the significant ad spend that Outreach was managing, our small design team needed to find faster methods for creating simple motion ads across various aspect ratios. Below is a brief overview of how we integrated Figma and Canva workflows to generate multiple iterations of animated ads.
Once one ad was designed, we streamlined the process to create an entire suite in less than 20 minutes. This approach greatly facilitated A/B testing for copy variations, photos, CTAs, logo placement, and more.
Resource category strategy
Collaborating closely with our agency, I managed the comprehensive categorization of resource types throughout the Outreach web experience. The primary objectives were to streamline content decision-making and establish a uniform pattern for guests to easily identify and associate with specific resource types.
More information available upon request
Check out more work
