// marketing
video ad
Art Director // Designer
script written by Beto Gonzalez // animation by Optimus Agency
challenge
Lucidchart lacks brand awareness
goal
show off the software in an approachable, yet smart way
research
gathering data on our target audiences
examining performance of other Lucid ads to find what worked and didn’t
pulling inspiration from other videos
ideation
designing a process for campaign creation
figuring out what solution story to tell
creating a look and feel
iteration
we went through several rounds of iteration on a script and storyboards
landed on a smart story with crisp visuals
we directed the agency on animation style and voice over delivery
implementation
i asked for two versions of the ad (one male VO + one female VO) to A/B test
the ad was primarily served on Youtube
impact
this is Lucidchart’s best performing ad with a ROAS of 4x
client acquisition increased by a rate of 3x from this ad
email style guide
Project Lead // Designer
challenge
designing emails is time consuming and tedious
goal
create a modular email design system
research
analyzing past emails to find commonalities in layout
ideation + iteration
exploring typography for H1, H2, etc.
figuring out appropriate padding
learning how to use auto-layout was the most difficult part of the project
implementation
creating auto-layout modules based off previous emails
designing email frames in auto-layout to easily drag and drop modules in
impact
a typical email took 30 minutes to make before the system, now it takes less than10 minutes