Creative Direction for a Product Launch

Art direction, email and web design
Litmus, 2023
Challenge: Generating excitement about new product features
The company's product-related content across email and web typically saw lower engagement than more general content.
To drum up interest around two new features - an AI assistant and email render monitoring - we needed to create a "big splash", including an on-stage release announcement at an annual conference.
Solution: A cohesive visual identity for the campaign
I led the creative direction for the campaign, dubbed "A New Era of Email" in collaboration with marketing and product designers.
I designed the visual identity, emails, landing page, in-app modals and modular graphics to be used across social media and video. The campaign resulted in increased engagement compared to previous releases, raising web sessions 5 fold and driving over $150,000 in marketing-qualified leads.
A mockup of a landing page with bold words that say "It's a New Era of Email"

The Look: Modern and friendly

Given the tag-line and cutting-edge nature of the two features, I leaned into a more modern aesthetic, establishing brand-friendly gradients and embracing rounded corners.

The engineering team needed time until release to fine-tune features, so I worked closely with product designers to depict the features' functions with illustration and abstraction rather than use live product imagery.

Cross-channel designs for a product release.

Results

The success of the consistent visual branding cemented this approach as a part of all future large-scale product releases. Compared to past releases, we saw a 34 percentage point increase in engagement rate on the website and 5 times more sessions. The email had a higher than average engagement rate, and a dramatically higher average read time. In-app modal flows also had a higher completion rate.

Previous ProjectNext Project
Hannah Tiner 2023
Linkedin