visual designer
visual designer
I conducted a brand audit, an assessment of existing pillars, an evaluation of the most and least effective modes of consumer engagement, insights and data from past A/B tests, and competitive analyses. These insights informed my design decisions in planning, conceptualizing, and executing strategic brand updates and were launched for use throughout the marketing team’s initiatives. I also leveraged the existing brand guide, Hotwire universal design system and the email module library to identify areas and opportunities to modernize, unify, and elevate the brand across all channels & verticals. Day-to-day responsibilities involved scoping, planning, managing, conceptualizing, designing, presenting, documenting and pass-off/delivering; essentially running lead on all of my tasks and initiatives. I also made sure all stakeholder goals were met or I provided strong alternatives and my projects were aligned with business goals and priorities for each quarter.
Below I have a series of promotional emails that were modularized for marketing needs throughout the year. Each design needed to be easy to repurpose, update and ship. This suite of assets was created to define a style-guide that allowed for flexibility in market location, sale dates and times. This mostly automated style-guide was also used for the yearly marketing roadmap with minimal new design resources. The business objective of these emails was to highlight the advantages of Hot Rate deals and present discount travel and booking. This email system underwent a few concept and content ideations and reviews. They were all A\B tested, all out-performed the control versions and were used to update previous email lifecycles.
The animated designs are for mystery offers in emails sent to Hotwire users. These emails differentiated themselves from traditional Hotwire emails by engaging users in gamification. This also worked at mitigating stress from the opaque pricing model. The campaign goal was to design updated mystery offer concepts that would increase conversions in new users, while driving engagement with returning users and extending brand continuity. Not all of these out-performed the control version, but were all added to the mystery offer email series for variety.