DATA.AI
Beth Anne Smith, Sr. Director of Brand & Product Marketing and Content Writer Libby Cohen transformed the voice and tone of data.ai. The new voice centered on being bold, luxurious, high-touch, and enterprise.
In support of this new direction I searched for ways to incorporate more of the feelings evoked by the new messaging and the brands "gem" logo into our design ecosystem. One of the ways this was accomplished was by adding a prism texture into our visual library as a reference to the facets of a diamond or gem.
ROLE
Art Director
Sr. Brand Designer
Much of data.ai’s messaging is pointed to c-suite and executives, but previous social posts had a low level of engagement. The team and I began to analyze which posts got the most engagement and they didn't include stock photography. Then we analyzed the photos being used and they didn't relate to the messaging.
With these findings we stripped away all imagery and focused on focused on typography, charts and data, which resulted in an increase in engagement.
Working closely with Freesia Algar, data.ai's Director of Events created one of the best attended and received events for data.ai that year.
To bring more of the brand into the booth and messaging, I took data.ai's logo and transformed it into a repeatable gradient pattern, which provided a visual element that also leads the viewers' eyes upward. To incorporate the request for additional messaging opportunities.
The site had grown cluttered with multiple sub pages and endless navigation so an audit was completed to streamline the user experience. Next was to remove the stock photography and let the product and copy work their magic. The prism texture is an extension of the gem logo.
