Amazon Ads & Wall Street Journal Paid Program
theSkimm is a mission-driven digital media company giving millennial women the information they need to live their smartest lives. TheSkimm covers everything from finance and careers to voting, wellness and downtime. My role for the brand refresh consisted of developing our spot illustration, social, growth marketing, and our SkimmU campaign style.
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My Role
‍In collaboration with the main stakeholders, my role involved creating a consistent campaign brand identity design across all web, virtual reality, social, growth marketing, advertising, and visual marketing touch-points; concepting and driving our brand campaigns; building and evolving the brand identity.
Spot Illustration Visual Identity
Spot illustrations are always clear and direct, with one unexpected element that gives it an hint of fun and wit.Spot illustrations must match the copy and context that they live in. They should make it easier to understand the topic at hand. They should not be used in a purely decorative manner.All motion on spot should be subtle and seamlessly loop. All colors should be used evenly, while our Skimm teal lives on the focus item of the illustration. When necessary our warm teal can be used as a shade on our Skimm teal.The outline should be in dark grey, with rounded corners and rounded end caps. Every color should be outlined except on teal.In most cases, a flat 2D perspective is preferred. For more complex items, a one-point “2.5D” perspective can be used.
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SkimmU Campaign (Link Here)
The SkimmU Well series consists of four courses led by recognized health and wellness experts, taking on mental health, nutrition, sleep, and women’s health – all designed to help you live your smartest, healthiest life. My role was to design a branding system for theSkimm's verticals (Well, Money, Life, News) which ladders up to the main SkimmU franchise. Inspired by scholastic elements and note doodling, I designed the branding for the refreshed SkimmU. SkimmU has been nominated for a 2022 Digiday Marketing Award.
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Paid Media: Mind your mind
Paid Media: Catch ZZZs
Paid Media: Food for Thought
Growth Marketing
Develop and implement visual brand across key assets — Facebook, Instagram, TikTok, ad platform placements. We developed a visual identity for how theSkimm's motions should feel within our ads. We want our paid ad style to combine both our design refresh system, with high performing visuals contributing to high CTA rates, as well as lowering our overall CPL. Below are just a few examples of how we create growth campaigns to be scaled and tested across multiple applications.
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Organic & Sponsored Social Templates
The social palette relies heavily on teal, especially core teal, with moments of neutrals. The neutrals allow the teal to pop off the grid while providing moments of calm and clarity. Our visual expression spans the full spectrum of tone, from serious and empathetic to light-hearted and witty. Each piece on this social scale depends on where we’re meeting Skimm’rs on their journey. Additionally, we integrate our partners seamlessly fitting within our design system.
Lifecycle Ad Campaigns
Develop and implement visual brand campaign designs across multiple growth assets — Google, Pinterest, Instagram feed, homepage ad platform placements. The goal is it put forth different visual identity systems per quarter, reengaging our users with new and excited design styles.
Our Values Illustrations
Develop and implement visual brand campaign designs across multiple growth assets — Google, Pinterest, Instagram feed, homepage ad platform placements. The goal is it put forth different visual identity systems per quarter, reengaging our users with new and excited design styles.
Back to Work