As the Director of Creative Services at Collibra, my primary focus was brand development and strategy. I unified the look and feel of our market presence, web domains, and integrated our primary style elements with the product.
Visually establishing the Collibra brand started with a mood board to gather ideas and get a wholistic idea of the overall look and feel. Key elements like font, color, illustrations, photography, and iconography were defined.
The brand guidelines are the evolution of the mood board. Detailed written and visual instructions outlining brand tone, look and feel, and usage help keep the brand consistent while allowing it room to grow.
The most forward facing accumulation of the brand is displayed through the site aesthetically but most importantly, with the user journey in mind.
Approaching a website build from a mobile perspective allows the most important messages to float to the top and drive a successful user experience.
Following best practices is essential to designing successful Google display ads that delivers a clear message and attract the viewer.
Developing a relationship between the brand and the customer is paramount to attract and retain users. Having consistent branding throughout your nurture streams, from emails to landing pages, will reinforce the message and promote trust.
Translating the brand experience to the product unifies customer experience through consistent type hierarchy, color theory and user experience best practices.