BAD BOB

BRIDGING THE GAP BETWEEN PRODUCT DESIGN & MARKETING DESIGN

Steady needed a way to connect to their prospective audience in an honest and highly empathetic way.

That is where I came in.

As a strategic marketing designer I helped bridge the brand’s gap between how potential customers saw Steady through top-of-funnel marketing campaigns and engagement comms to what they were experiencing visually in the core app.

Understanding customer empathy to build a visual identity system to help obtain company objectives

Brand success, as with Steady, often begins by producing one exceptional product. Then, to grow and create new products quickly and scale the brand family, you need a visual identity system. The presence of such a system solves, first and foremost, a business’s challenges.

VISUAL IDENTITY

My first task was to come up with a cohesive brand design style guide to help inform both product design and growth marketing teams of overall brand styles.

The designs needed to align with Steady’s brand values: Trust, Honesty and Relief.

TYPOGRAPHY

COLORS

ILLUSTRATIONS

I went through several different style iterations for illustrations. This one was ultimately chosen to help convey the real diversity of the Steady Member community. I also really needed it to be naturalistic, warm and honest feeling.

ADS

When it came to digital marketing ads I wanted to make sure that the brand style stayed consistent. I was responsible for the overarching creative design strategy when it came to marketing ads as well as stepping in to design and build ads as well.