Overview
As Design Lead for Highspot’s annual integrated marketing campaign, I collaborated with VPs and Marketing Directors to establish a cohesive visual identity for the ‘What Good Looks Like’ campaign. The campaign included creating an ebook, email blasts, social media graphics, press kits, and PPC ads, targeting new demographics through multiple channels. Our goal was to provide a consistent, unified customer experience by optimizing content and messaging across all platforms.
Challenge
The campaign's goal is to increase brand awareness, drive lead generation, and showcase Highspot's innovative solutions to a wider audience. A few challenges I needed to conquer once I dove into the project were:
- Competitive Landscape: Highspot operates in a competitive market with several well-established competitors. The branding identity needs to differentiate Highspot from its competitors and highlight its unique value proposition.
- Target Audience: The campaign must resonate with Highspot's target audience, which primarily consists of sales and marketing professionals in mid-to-large-sized organizations across various industries.
- Consistency and Cohesion: The branding identity and visual messaging should align with Highspot's existing brand guidelines while maintaining a fresh and engaging look and feel for the campaign.
Process
1. Research and Discovery:
- Conducted market research to identify trends and opportunities, and analyzed Highspot's target audience to understand their preferences and pain points.
2. Concept Development:
- Brainstormed creative concepts aligned with brand values and objectives, exploring visual directions and themes. Presented and refined ideas based on feedback.
3. Branding Identity:
- Developed a cohesive branding identity, either creating a new logo or adapting the existing one with campaign-specific elements, ensuring brand recognition.
4. Visual Messaging:
- Established a visual language using imagery and graphical elements, working with copywriters to craft messaging that communicated the campaign’s value proposition.
5. Iteration and Feedback:
- Presented initial designs for feedback, then refined and enhanced the branding identity and visuals based on input from the internal team.
6. Final Implementation:
- Delivered style guides, assets, and templates, collaborating with the marketing team for consistent branding across channels and providing ongoing design support during the campaign rollout.
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