Making a brand shine through every interaction and touchpoint
When I led our agency's largest account, AT&T Business, it was integral that we have a consistent look, feel and tone, no matter where customers were interacting with it. I collaborated with the strategy team to bring this experience guide to life, so no matter which creatives were working on AT&T, they would be starting from the same place. This was also in response to shifting the team to working at the speed of social because there wasn't always time for a brief.
A case against templates
Often, non-designers think the only way to create consistent customer interactions is through rigid design templates. However, in the digital space, design fatigue is real. Identifying a template with your brand can make your audience faster to ignore it when they come across it again. I'm passionate about driving stronger engagement with everything I create while also ensuring your brand looks and feels cohesive across channels. The best way to do that is through several different visual approaches that give your audience a similar feeling as they shift and move through your customer journey. There is one scenario where templates work - if you're audience is unabashedly in love with your brand and you have strong engagement - so I follow the data to uncover if we've hit that threshold.
