Marketing 360®
Since 2019 I've been the Creative Director of the Marketing 360® brand. Marketing 360 is the #1 Marketing Platform® for Small Business, serving over 20,000 SMB clients across the country by providing all the tools businesses need to grow: websites, CRM, email and text automation, social media management, and more.
Prior to this, the Marketing 360 brand was decentralized, having no clear owner. While well established, it wasn't well managed to ensure all communication was on brand and speaking with a clear, cohesive message. My job was clear: ensure my team was the single source of truth for the voice of the Marketing 360 brand.
During this time, the Marketing 360 technology was undergoing a massive overhaul in the hands of our engineers. The outward-facing brand needed an update to match. For the next year, my team was in charge of giving the entire brand a facelift, from the website, to our social media channels, to our blogs and email automations. It was a monumental challenge, but under my guidance and direction, the brand came out cleaner and more modern while centralizing all of our marketing under our brand team umbrella. Below is just a sample of our efforts.
Brand Guidelines
The first step in the redesign process was establishing official brand guidelines. These didn't exist prior to my direction, and because we were overhauling our entire visual playbook, it was a necessary jumping off point. I worked hard to build not only our visual identity, but our brand voice.
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The Website
The website is our 24/7 salesperson. It was the most crucial part of the brand facelift and arguably the most extensive. The old site was dark, slow, and bloated, so we needed to tear it down to the studs. We brightened it up, and gave it a modern feel while reducing the page count by about 75%. I created every visual element on the website. The redesign helped account for a 3-fold increase in conversions.
Video
We rely heavily on video in our storytelling. We use it in our social media advertising, on digital TV, and as organic posts. And it also yields higher conversion rates. I began learning motion design when I started at Marketing 360 to bring our advertising under our brand team umbrella and have been responsible for all of our video content over the last few years. These are a variety of videos I've produced for our social and advertising strategies.
The Blog
Teaming up with our brand content manager, I design hero images for each one of our blog posts, upwards of three per day. Topics include small business best practices, social media management, SEO tips, reputation management, and leadership. These branded images convey the subject matter or business vertical for easy comprehension of subject matter.
Collateral
An important aspect of my job is disseminating information to clients, both external and internal. This includes, but is not limited to presentation decks, data visualization, product updates, sales materials, and infographics. Below are examples of the types of internal and external communication I regularly produce for our brand.
Social Media
The digital marketing world changes constantly. If you don't stay up to date with trends and technologies, you can find yourself lost as a small business owner. We try to take what we've learned through our decade and a half in business, leverage what our smart and talented leaders know, and dispel the information on our social media platforms. These are a small sample of carousel posts I've designed with helpful marketing tips for small businesses.