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)

EVENT DESIGN

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EVENT DESIGN /

The goal of this project was to create assets for FreshBooks at a few different events that were centered around the accounting portion of the business. I was tasked with creating a booth designed based off a theme “fresher together” that would be eye catching and different from what has been done before. I began by putting together mood boards with different creative directions for the team to choose from.

Once a direction was decided on, I began workshopping different ideas of activities and things that could be done at the booth. I created assets such as, the booth back drop which showcases the product and key benefits, free standing arch cut outs that have taglines, QR codes and a fun activity to spin the prize wheel to win various prizes.

I created a small sitting area where people could sit and have “tax therapy session” with an accountant or FreshBooks employee to address any of their questions on the platform. The arch cutout has a neon sign and a faux living wall to offer booth guests an opportunity to take pictures with a nice background.

I also created different swag items with fun accounting sayings such as hats and totes as well as a couple of shirts for the FreshBooks employees to wear in the booth. The goal was to create a unique experience that would entice people to want to learn more about FreshBooks.

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.