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I led creative direction and design to revamp the visual brand across all marketing, internal, and client education touch points.
Role
Art Director, Marketing
Time
2022 – 2024
Elevating the Visual Brand
The year before I joined Momnt, the company was forced through a name change and rebrand, so the visual brand was a mix of disjointed and generic brand elements. After coming onboard, this became a unique opportunity to build the brand from the ground up while maintaining some fundamental familiarity for our users.
Brand Guidelines
After evaluating the existing brand elements and collaborating with our marketing and product teams to understand use case contexts and existing brand touch points, I began redesigning our brand style guidelines with the goal of presenting the brand's value clearly while adding an intentional touch of personality.
Product Visualization
I created several product visualization styles to present our product team's work in a compliance- and marketing-friendly manner. I set up light and dark versions for each device for greater adaptability.
Icon Library
One piece that aimed to add personality to the brand was the addition of custom icon sets. I developed an icon library with two levels of iconography styles to enhance usability and impact in product, marketing, client education, and company events.
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Momnt.com Redesign
Role: Creative direction, Wireframing/Structure, Icon Design
Our previous marketing website was unclear and not reflective of the quality Momnt delivered to clients. It was full of inconsistent elements and cliché stock illustrations, icons, and photographs.
In collaboration with our marketing team, I redeveloped our sitemap, performed a navigation study to increase usability for users, and created low-fidelity wireframes for our core pages. This allowed us to better understand the scope of the project.
Along the way, our small marketing team found limitations on capacity, so we partnered with an outside Webflow agency to bring on additional designers, copywriters and developers.
I led creative direction for the design of the website and its components, including an in-office photoshoot, motion graphic elements, and a variety of assets like icons, style guidelines, and product visualizations.
Expanding the Brand Strategy
Moving towards my second year with Momnt, I worked with our leadership to integrate deeper strategy to the longevity and overall reputation of the brand. Both our merchant clients and their consumers had unique experiences and pain points with understanding and using our product.
Understanding Our Merchant's Experience
To better understand the needs and pain points of our clients, I collaborated with our VP of Marketing and developed a range of survey questions. I administered them to our merchant support team, evaluated and summarized our findings, and highlighted core recommendations of action for educational resources and in-product updates.
The findings resulted in the key objectives for our 2024 marketing and merchant support strategies.
Product 'How To' Videos
As a compliment to our product team's work, I was tasked with developing a suite of educational materials, including PDF guides, email content, and educational videos for our users. In developing our educational video library, I led the entire process from meeting with stakeholders to developing storyboards to writing the first draft of the script. I also led creative direction for in-house and contracted copywriters, voiceover actors, and motion designers.
Our team built simple how to videos, full demonstration videos, and video content used for paid social and live event placements.
*Final videos not shown due to confidentiality requirements.
C-Suite Presentations: Money20/20
In effort to build brand recognition, I worked with our executive leadership on several presentations for speaking engagements. One of the largest was a keynote presentation at Money20/20 in October 2023.
I collaborated with COO, Lena McDearmid, to help refine the flow of her content, develop presentation slides, create designs for a social media campaign building up to and following the presentation, and design a giveaway for attendees at the event.
Select Projects & Initiatives
In addition to the above progress, I also led design efforts for several other projects that helped move the needle for the company.
Our previous tradeshows reused standup banners and signage for every event with little increase in engagement.
After collaborating with our Events Manager to understand our team's needs and our vendors capabilities, I designed the booth's panels, looping videos, case study handouts, and signage.
• 309% increase in leads from average tradeshow
Our LinkedIn presence wasn't cohesive in strategy or design and had little engagement.
I worked with our copywriter to refine concepts for posts, then designed carousel layouts, themed series, and graphics targeted to our merchant audience. I also developed a dozen company and employee LinkedIn banners to widen our impact through employee profiles.
• 103% increase in followers
• 1,655% increase in average clicks
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