Role

Creative Services Designer

Services

Print, digital, branding, animation, apparel, web

Year

2022 - 2024

Responsibilities

‍

Spearheaded creative design initiatives within a leading enterprise software and SaaS company, contributing to the development of innovative solutions for global clients.

‍

Conceptualized and executed visually compelling assets across various platforms, including digital, print, and multimedia, aligning with brand guidelines and marketing objectives.

‍

Executed a brand refresh contributing to the evolution of the company's brand identity and visual standards, ensuring it remains appealing to target audiences, help modernize, and improve its competitive position. In charge of monitoring the delivery of the brand direction to ensure consistency and coherence across all marketing and communication channels.

‍

Collaborated closely with cross-functional teams, including product, sales, and marketing professionals, to translate complex technical concepts into engaging visual narratives.

Brand Refresh

In reimagining Inkling's brand identity, I focused on retaining the essence of the original logo and color palette while infusing it with slightly more vibrant tones to better connect with the company's dynamic and evolving audience. The previous identity lacked distinction among competitors, suffered from visual inconsistencies, and relied heavily on generic stock photos. This refresh aimed to inject renewed energy and contemporary appeal into the brand, staying true to its core values and identity. While the logo underwent minimal changes, I significantly expanded the brand's visual language by introducing a cohesive family of icons, illustrations, and other design elements, alongside comprehensive brand guidelines.

Old Logo

New Logo

Industry Icons

Grocery

Restaurants

Retail

Healthcare

Life Sciences

Education

Manufacturing

Hospitality

Technology

Insurance

Platform Icons

Knowledge & Training

Content Authoring

Learning Pathways

InkForms

Mobile Learning

Integrations

Reporting & Anlytics

Home & Featured Content

Solution Icons

Onboarding

Mission Critical Communication

Employee Enablement

Skills Development

Digital SOPs

Reducing Turnover

Compliance

Brand Protection

Sales Enablement

Extended Enterprise

Various Visuals

Videos

Content Strategy

Inkling was in need of new customers and their marketing/sales outreach had been stuck in the past with boring mass emails. Working with the marketing team, we started a new process to better understand where prospects were at in their buyers journey. To help accomplish this, we broke down our content creation into 3 levels of intent. A big way that we did this is through no, low and high intent content. Depending on which content a prospect interacted with we could gain better insight to their intent level: no, low and high. No intent content focused on awareness, low intent content on education, and high intent content on conversion.

No Intent

No intent content focused on awareness and typically appealed to a broad audience. The goal was to build brand recognition and trust. The content provided for users at this level were for those seeking general information. Below is an example of one content piece that fit within the no intent level which is an overview of one of Inkling's products.

Low Intent

Low intent content was more focused on educating and appealed to those seeking information or solutions. The goal was to get users to engage in our content, learn something new, and build further brand awareness. Below is a customer story example but other examples included infographics, assessments, quizzes, guides, and worksheets.

High Intent

High intent content was aimed at users in the later stages of the buyer's journey and included any content that could facilitate the decision-making process. Examples included product demos, pricing pages, scorecards, ROI calculator, competitor comparisons, implementation guide (which is featured below).