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Driveway Marketing & Brand Identity
Creative Direction
Brand Design
Design Systems
Media Production
Following a restructure of the Product Team, I moved into a Creative Manager role for Brand and Marketing. The role transition allowed me to broaden my perspective to the full customer journey, and it started off with an important campaign launch.
Challenges
Ad Campaign
Driveway’s previous ad campaign lacked consistency and depth in it’s visuals and message.
Brand Stewardship
Internally, the brand needed documentation and leadership to give it a voice. Externally, we needed to broadened our look.
My Role
Client side creative direction
Brand strategy
Lead designer
The Team
Mitchell + Palmer creative agency
2 Internal designers
2 Copywriters
1 Producer
Director of Marketing stakeholder
Tools
Adobe Creative Tools
Figma
With a creative agency advancing our design language, it was my role to help steer us in the right direction and document the logic behind it.
Advertising color matrix for text contrast to backgrounds
After the campaign launched I looked internally to educate staff, from sales to executives, on how to speak and act on behalf of the brand.
Our email marketing templates and tools also needed a refresh to fit the brand evolution and improve overall quality
Other Experiences
My Driveway Vision
Direction setting design that shaped the future of customer accounts at Driveway
View Work
Mercari eCom Experience Design
Experience design lead for an agency team supporting Mercari.com enhancements
View Work
