Digital Illustrations + Animations

Company
esurance

My Role
Lead Designer / Product / Branding

As part of the esurance marketing team, I helped shape the visual identity of our social media posts through various GIFs and animated posts. The social media posts were developed alongside content designers and copywriters in partnership with the integrated marketing team. These custom illustrations were used in social media posts, which improved click through rates for blog posts and other branded content, including Linkedin, Pinterest and facebook.

Business Challenges

Create engaging visual content to improve social media engagement
Develop a consistent visual identity across multiple platforms
Increase clickthrough rates for blog posts and branded content
Establish a distinctive illustration style for Esurance's digital presence

Strategic Approach

Research & Discovery

Analyzed social media engagement metrics across platforms
Identified key visual storytelling opportunities
Mapped content strategy with the marketing team
Evaluated platform-specific design requirements

Design Process

Created custom illustration style guide for social media
Developed animated GIFs and illustrations for various platforms
Collaborated with content designers and copywriters
Iterated designs based on engagement metrics
Adapted illustrations for different social media formats
Integrated brand guidelines into custom artwork

Measurable Results

Increased blog post clickthrough rates by 2%
Social media engagement statistics increased by 4% on Pinterest
Pinterest and Facebook performance brought more users to the start of the conversion funnel
Content sharing and save rates increased over time
Positive engagement brought more brand awareness and created room for further improvements