The Challenge:
Verizon needed to accelerate the growth of its all-digital value brand, Visible. Despite its potential, the brand faced low awareness compared to competitors. We required a cohesive brand platform adaptable across various channels and capable of rapid creative turnarounds.
What Was at Stake:
With substantial media investments in national TV, paid social, online video, affiliate ads, direct mail, and owned media, the new brand platform had to integrate seamlessly across all marketing channels, including visible.com. Failure to meet our goals risked stagnated growth, diminished awareness, and reduced revenue.
The Results:
In just over 12 months, our new brand platform drove a 58% increase in gross ads and boosted aided awareness by 5%.
My Contribution:
As the in-house Creative Director and Brand Manager, I leveraged my 20+ years of experience in 3D animation and art direction. I collaborated closely with our agency and several animation studios to craft world-class creative content. My role encompassed the entire marketing strategy—from script writing and legal reviews to animation and final delivery. I partnered with our integrated marketing team to ensure the timely delivery of assets across all channels and stakeholders. Additionally, I worked with the UX team to develop over 100 custom assets for visible.com, ensuring consistency with the new brand platform.
Verizon needed to accelerate the growth of its all-digital value brand, Visible. Despite its potential, the brand faced low awareness compared to competitors. We required a cohesive brand platform adaptable across various channels and capable of rapid creative turnarounds.
What Was at Stake:
With substantial media investments in national TV, paid social, online video, affiliate ads, direct mail, and owned media, the new brand platform had to integrate seamlessly across all marketing channels, including visible.com. Failure to meet our goals risked stagnated growth, diminished awareness, and reduced revenue.
The Results:
In just over 12 months, our new brand platform drove a 58% increase in gross ads and boosted aided awareness by 5%.
My Contribution:
As the in-house Creative Director and Brand Manager, I leveraged my 20+ years of experience in 3D animation and art direction. I collaborated closely with our agency and several animation studios to craft world-class creative content. My role encompassed the entire marketing strategy—from script writing and legal reviews to animation and final delivery. I partnered with our integrated marketing team to ensure the timely delivery of assets across all channels and stakeholders. Additionally, I worked with the UX team to develop over 100 custom assets for visible.com, ensuring consistency with the new brand platform.
