SHIPT

sHIPT (TARGET)


REBRAND 2020

After the acquisition of Shipt by Target in 2017 a new look, definition, and standardization of feel and tone was needed to level up Shipt.

Working alongside our partners at HUGE we rebranded the company. Here is some of that work:


 

MOTION GUIDELINES (REBRAND):

Alongside the Shipt Brand Director and our partners at HUGE, we made the initial motion guidelines and toolkit for Shipt, based on our own internal explorations, wants and needs. After the hand-off, it was my responsibility to lead the implementation and maintain these motion guidelines and the toolkit.

This included updating the guidelines and toolkit when needed, sharing and communicating the guidelines and toolkit with coworkers across the org, vendors, and partners. Along with these things, I was responsible for getting the rest of our brand and some members of our product team up to speed on how to use the toolkit. This meant reviewing the majority of our videos and hosting learning sessions where I taught basic After Effects, Premiere Pro, and animation.

Contributions include creative and art direction, making initial animations, roughing guidelines and toolkit, reviewing, and training coworkers, vendors, and partners on applications. All while maintaining brand standards and continuity during the process and beyond.

 

Lottie iNtegration (Rebrand):

Introduced Lottie animations to Shipt, our product, and engineering teams. Working alongside engineers, we integrated these animations into our app experience and new website. This created a better user experience, faster load times (when compared to traditional mp4s), and stretched both teams to learn new things. This was a personal exploration and initiative, outside of my brand team and regular work. Example(s) can be seen below, at shipt.com, and in our app.

 
 
 

APP STORE Refresh (REBRAND):

Updated our app store images and created our first rebranded video for the app store. Along with this, our White Label partners app store screenshots are contributions as well.

 
 
 

paid media (REBRAND):

Contributions include creative ad strategy, and editing ads, videos, and animations.

These ads led to millions in impressions and reach, also leading to positive ROI’s and ROA’s and a featured spot on 2020’s Facebook best-in-class leaderboard for e-commerce.

 
 

TIGER TEAM

An Agile team dubbed The Tiger Team. This cross-functional group led A/B testing on concepts, insights, and business strategies to influence and gain insights for business cases and future tier-one campaigns. We also led our evergreen campaign initiatives. All of these things led to millions in profit.

 As lead designer for this team, my responsibilities included creating modular and scaleable designs and brainstorming with a cross-functional team made up of Growth, CPG, Social, and Copy team members, creating media that was led by data and insights. We tested emerging trends and insights and were able to quickly pivot and make our paid media better with data-backed conclusions, insights, and results. Responsibilities also included weekly shareouts and weekly meetings with Meta, TikTok, Snapchat, Pinterest, and other vendors and partners, and keeping said parties privy to brand changes and standards.

Here is some of the work that has come out of this team:

 
 


DYNAMIC PAID MEDIA ADS

Working first with UK platform Spirable, and then US platform Smartly.io we made hyperlocal dynamic media ads based on real-time data for paid social. These ads showed top local stores based on the user’s DMA in 49 states. These were targeted at both the state and county levels.

Contributions included designing modular and scaleable templates and ads, so they’d be flexible, learning both platforms, and working with each company on ways to make more seamless dynamic animations a possibility.

 

CPG MARKETPLACE ADS

Contributions include making and reviewing ads for our e-commerce marketplace for these and other CPG brands and companies: