DATA.AI
Art Director
data.ai underwent rebranding a year ago to embrace a "bold, elegant, luxurious, and enterprise" image. I began by auditing the brand guide, website, marketing materials, and all work completed over the past six months. My research revealed a disconnect between messaging and design, with the design failing to support the messaging. The website was plagued by bloated navigation and uninspired, unrelated stock photography.
To support the "bold, luxury, expensive, enterprise" theme, I visually incorporated the "gem" logo into the design. Using diamonds as inspiration, I added a prism to the background to provide texture that aligned with the brand direction. All existing imagery was removed, and new imagery was added only if it supported the messaging. Clear lanes of typographical hierarchy were established to provide the "bold" element in our mandate, and a carousel was added to address marketing needs and sales generation.
BRAND REFRESH
Social Media Post Redesign
Beth Anne Smith, the Senior Director of Brand & Product Marketing, made significant strides in transforming the voice and tone to align with the luxury and enterprise mandate set by the board. Previous social post images were disconnected from the subject matter of the posts. To avoid this incongruence, we made our messaging the hero and opted for bold, dark visuals to stand out in the timeline.
Total App Revenue Report 2023
Total App Revenue, powered by data.ai's proprietary artificial intelligence, offers brands and publishers comprehensive visibility into all mobile revenue streams. It introduces a groundbreaking mobile performance metric by combining in-app purchases (IAP) and advertising revenue. In the report creation process, I streamlined data.ai's information-dense reports by focusing on essential elements such as text, diagrams, and iconography. By establishing a clear typographical hierarchy and optimizing space for the copy, I made the content easily digestible. Visual enhancements incorporated elements from the updated brand refresh, ensuring that diagrams stood out on each page.
