Brand Marketing
Craft Data
Promoting the #1 Supplier Intelligence Platform
2023
Craft is a data and intelligence platform that specializes in supply chain resilience and supplier risk management. With brand elements that needed polishing, I directed creative for a 6-month sales campaign that expressed the value of this software to procurement and risk professionals. Deliverables included digital and print advertisement, explainer videos, PowerPoint decks, ebooks, exhibition stations and signage, and web pages.
SERVICES
ART DIRECTION, BRAND MARKETING, TEAM MANAGEMENT
Challenge
Extend an established SaaS brand into a cohesive sales campaign without losing the equity, recognition, or intelligence already built into the system.
Approach
A few inspiration images
The challenge of depicting Craft's best new sales campaign direction required a blend of market position review and creative extension. My approach combined these to actions to push the boundaries of where our marketing material could go.
I started with research on Craft's overall market position, surveyed marketing and sales teams on service and solutions of the product, and potential competitors. This research informed the development of the conceptual marketing art, ensuring accuracy and visual appeal. Collaborative sessions with the production team helped refine these concepts, aligning them with the company's narrative and aesthetic.
Solution
What was produced was a dynamic set of campaign assets that gave Craft’s sales and marketing teams a stronger visual toolkit. Brand standards for multiple touch-points were capable of translating sophisticated data into compelling, accessible brand experiences across print, digital, video and experiential applications.
The visual impact of Craft's brand refresh garnered an increase in understanding of the product . And because of that, we felt an increase in adoption of the software itself.
Website Engagement Increase
Self Sign Up Increase
