— The Challenge
The “Power Your Channel” campaign required a compelling visual identity to resonate with channel marketers, a group that often feels overwhelmed and under-supported. As one of my first major projects, I had to quickly adapt to Extu’s existing design system and a demanding production schedule for social media graphics, infographics, and eBooks. The objective was to produce high-quality, on-brand creative assets that would position our audience as “channel heroes” by showcasing how Extu could empower them to succeed.
— My Role
As the lead designer, I managed the design and production of all eBooks, infographics, and web collateral. I successfully adapted to the established campaign framework and enhanced the branding by introducing new design assets, while also significantly improving my AI generation capabilities.
— The Process
To meet lofty goals with a tight deadline, I was forced into a fast-paced creative process, but still wanted to innovate on the design concepts, so I leveraged AI tools to rapidly generate conceptual images and design elements, which served as a creative springboard for ideas and saved significant time during the initial ideation phase.
From there, I refined the raw content using Photoshop, InDesign, and Illustrator to ensure all assets were on-brand and visually compelling. Several design elements have been added to the design system as the campaign evolves into a new direction for Extu’s exciting future.
— Return on Investment
While specific results are not available, the campaign successfully generated several qualified leads from eBooks and infographics. This project was a significant challenge that pushed me out of my comfort zone creatively. Through this adversity, I not only produced a wealth of creative assets but also made lasting contributions to the company’s long-term brand strategy. My ability to adapt and innovate under tight deadlines furthered my confidence in my strategy and decision making as a creative professional.
