Visual Design / Art Direction

FreshBooks

About my role

  • Support all marketing needs providing design and art direction for email journeys, ad campaigns, social media graphics, brand videos, case studies, event booths, office design and much more

  • Build and execute assets for the asset libraries (photography libraries, simplified UI libraries) 

  • Think critically about stakeholder requests, and help them connect the dots between business goals and creative output, while championing the value of visual design in the marketing organization 

  • Strategically evaluate the work of others against FreshBooks Art Direction 

  • Manage freelancers and agencies and provide art direction in their work with the brand

  • Understand the brand voice and tone, advocating for that across all touchpoints 

  • Promote the intersection of visual design and copy to create compelling concepts and visuals

  • Actively create and contribute new standards and guidelines (email guidelines, brand refresh guidelines, video guidelines)

BRAND CAMPAIGN

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BRAND CAMPAIGN /

The task: Create engaging brand videos emphasizing the new tagline “make the hard part easy” using ideal customer profiles to boost brand recognition.

  • Work with an external agency and the creative team to develop a concept and storyboards along with a visual direction

  • 5 videos using the tagline “make the hard part easy” and 4 ideal customer profiles based on user data.

  • The character in each video gets a visit from a future self that used FreshBooks, which saved them time and got them back to doing things that they actually want to do.

  • These videos garnered 7.6M impressions, 2.2M unique reach, 9.7% increase in baseline recall, 4.5% recall lift and there were 10.1K conversions.

  • I provided concept direction, reviewed storyboards, offered art direction and was present during the shooting of the videos to ensure quality.

Brand Campaign Static Ads

PAID AD DESIGN

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PAID AD DESIGN /

I design and create paid ads that effectively convert by incorporating fresh, innovative design ideas while following brand guidelines. By staying updated on the latest design trends and understanding the brand’s core identity, I craft visually compelling ads that capture attention and drive engagement. I ensure that each ad communicates the brand message clearly and resonates with the target audience, ultimately leading to higher conversion rates and successful ad campaigns.

Email Design

I design email campaigns optimized to convert and drive engagement and leads, closely following brand guidelines. I maintain brand consistency and effectively communicate brand messages through visually appealing emails. I incorporate both static and animated elements, including GIFs and interactive components, to enhance recipient engagement and encourage desired actions.

SOCIAL MEDIA DESIGN

I create engaging social media designs by leveraging design trends and pushing brand guidelines while ensuring visual consistency and alignment with brand identity. I animate designs for social media using transitions, text animations, and interactive elements to engage the audience.

Case Study Art Direction

Leveraging my skills in art direction, I successfully directed a customer testimonial video remotely in collaboration with an agency. I ensured the video adhered to brand guidelines and effectively communicated the desired message. By providing clear creative direction and feedback throughout the process, I achieved a polished and professional final product that was on-brand and resonated with the target audience.