Jade Limampai

Process

We started with a kickoff call during which we gathered all the necessary data, fully understood the business goals, and clarified the needs of product managers. In doing so, we ask the right questions. Inspired by this information, we created a brief describing our creative ideas, offering a glimpse into our marketing direction. We proposed three concepts and honed in on the one we recommended most. This brief answered the essential 'who,' 'what,' and 'why' questions and walked the client through the 'how' portion. We implemented this approach across all our brand team initiatives.

Following approval of the selected creative idea, we transitioned into production mode. Our tight-knit team consisted of designers, copywriters, producers, and a creative oversight director, who all viewed the project through a business lens. I spearheaded the initial concept proposal and helped monitor the creative execution.

My objective was simple: I wanted each user to resonate with our creatives. Whether they grapple with connectivity issues, embark on new adventures, or start using email, I aimed for an emotional and utilitarian connection. I used a combination of lifestyle imagery and product shots. The photos celebrated travel, adventure, and youthful energy. They subtly suggested places where dependable internet access could be considered a luxury, with elements of urban landscapes, classic cars, and snippets of human interaction. Not forgetting the focus on Yahoo Mail's new features, the product UI shots took center stage and were complemented by supporting text. We tactically used patterns and colors as ties to the full version of Yahoo Mail with different shapes and tints and used the photos as backdrops.

Distilling this creative information, I designed a tool kit that helped our team stay on course and aligned with all the deliverables we had to produce. I designed the landing page. At the same time, our team and I worked on other marketing materials. I got to work with the head of product engineering and a senior developer, which was pretty exciting.

Because of the senior developer's knowledge of the intricacies of translating the design into production, our development process was efficient, collaborative, and an overall positive experience.

Outcome

A highly successful marketing campaign that struck a chord with our target demographic. The visual experience was fluid and uninterrupted, from multiple ad entry points to a user-friendly landing page leading to successful conversions.

Project date: 2018