Craftsy
Brand Design, Brand Strategy, Creative Direction, Graphic Design, Research, Retouching, UI
Lead the in-house agency of 14 creatives from start-up infancy to exit event
CLASS BRANDING: The challenge
Craftsy’s vast library of classes and content across multiple categories, skill sets, and instructor brand influence made for a continuous challenge to create representational and aspirational creative that encompassed each class uniquely while supporting new marketing assets with each new release.
My Role
Project Management
Managed assignments, timeline expectations, and final approval of all creative
Research
Launched and supported user, craft, and skill research prior to concept and execution which guided design concepts and photography direction
Creative Direction
Provided direction, mentorship, and feedback on all creative including design and photography
Design & Retouching
Initially as sole executional designer, contributed to all creative and ultimately grew team to 4.
Brand Development
While Craftsy is a unique brand in and of itself, I found it necessary to devise guidelines that allowed each individual craft category to have it ‘s unique set of standards while still rolling up to the broader Craftsy standards.
In collaboration with the Brand Services, Content, and Marketing teams, I created the following piece to guide brand decisions on a category level throughout the entire company.
The Asset Kit
The title card is the “bookcover” to every class produced by Craftsy. Each design becomes drives and becomes its own standard for the support marketing materials and promotions.
Every course requires:
- Title Card design in multiple responsive sizes
- Multiple display ad banners
- 5-10 retouched images in multiple responsive sizes
- Blog and email assets
- Social assets
- Instructor marketing kit
Title Card Designs
Retrospective
At 3 month post launch, my team along with the content writers and category managers assess class performance, assessing conversion rates, channel click-through rates and open rates as well as general creative critique moderated by myself.
I encouraged evolution and development of certain class visual design that fell into the appropriate criteria. Performance would then be measured again against the old and metrics applied to future creative.
