Webflow
As a creative director at Webflow, I was first tasked with crafting compelling customer-driven stories. My role and scope quickly expanded to include leading performance and brand awareness ad creatives, photography, and a motion design system as part of the company’s overall rebrand. I had the privilege of building an entire creative function, leading a team of immensely hard working and gifted craftspeople in all areas of visual storytelling. We blended the worlds of video, design, and copy into compelling creatives that performed across organic and paid channels as well as live events and internal comms. I grew as both a leader, collaborator, and contributor, overseeing domestic and international projects while influencing business decisions through creative strategy.
Photography + Motion + Rebrand
Building upon an initial brand identity, I led the creation of a custom photography set and a motion design system for brining a newly launched brand to life across various touch points and channels. This system serves as a living artifact, allowing for the creation of brand consistency while leaving room for evolution, as well as more effectively onboarding internal and external collaborators. Also, our work was featured prominently in Time Square which is cool.
Customer Storytelling
The assignment was quite clear - “We want compelling stories from our customers’ perspective.” What followed was the creation of a customer stories program that blended the worlds of writing, design, cinema, and marketing. Originally leaning into wit and humor as a vessel for staying true to our brand, these stories evolved in polish and style as we pushed the brand to serve more of an enterprise audience. Regardless, the one thing I wanted to avoid at all costs? Making boring case study videos that every other business in the world makes.
Elevating Testimonials
Capturing customer testimonials is a table stakes endeavor for businesses. Making them compelling isn’t. Through an intelligent production and creative development model, my team crafted testimonials at scale by taking advantage of in-person attendance at major design events and conferences in the web development community. In doing so, we were able to simultaneously capture many incredible, emotive customer journeys, while making our subjects feel like the rock stars that they are, strengthening the bond between our brand and our premier users.