Role: Lead Designer, Art Director
Company’s first appearance in social media channels required a cohesive branding and design system.
Back in 2021, I had the opportunity to work on an important project: art directing the branding for our company's social media and online presence. It was a significant endeavor as we aimed to find the right tone and voice that would resonate with our audience. We faced a particular challenge since the information we wanted to share could be complex for the average reader.
To address this challenge, I designed multiple layouts and styles that aligned seamlessly with our existing visual brand. These posts needed to cater to a wide range of individuals, from casual consumers to professionals at Fortune 1000 companies.
The project involved dividing the layouts and post styles into 20 different designs. It was a meticulous process that took us over four months to complete. However, the effort was well worth it. Our resulting design system included three post sizes and over 100 layouts and templates.
The impact of our work was evident right from the start. Our social media presence experienced a 5% growth within the first six months, and engagement levels skyrocketed. Over the course of the year, we fine-tuned our approach, learning from social media analytics and listening tools to understand what resonated with our audience.
One aspect that brought me a sense of pride was having the opportunity to art direct the project. Collaborating with a talented team of designers, we transformed the static layouts into dynamic and captivating animated versions. Their creativity and dedication were instrumental in expanding on the original concepts.
Looking back, this project highlighted the importance of effective design and strategic decision-making. By infusing our social media presence with a well-crafted brand identity, we were able to captivate our audience and establish a lasting connection. Though we faced challenges along the way, we overcame them as a team, achieving positive results.
This experience emphasized the value of taking risks and pushing boundaries in the world of design.
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© Vlad Gorshkov 2023. Please don't steal.