Just-In-Time Product Launch
Strategic Brand Campaign Design & Execution
As lead designer for Convoy's Just-In-Time service launch, I spearheaded a comprehensive campaign that transformed complex logistics solutions into compelling brand narratives through research-driven strategy and innovative visual storytelling.
Strategic Foundation
Leveraging insights from Gartner's 2022 Brand Activation Survey, I developed a benefit-framing strategy that intentionally blended high-functional and high-personal messaging. This approach maximized brand commitment impact while maintaining message clarity—a critical balance for B2B logistics where technical capabilities must resonate on an emotional level.
Creative Leadership & Execution
- End-to-End Creative Direction: Managed the complete creative pipeline from initial concept through final delivery, including copywriting, storyboarding, animation direction, voiceover coordination, visual design, and print collateral development.
- Motion Language Evolution: Pioneered Convoy's transition to a more dimensional animation style, establishing new standards for the brand's motion design language that balanced technical precision with dynamic visual storytelling.
- Comprehensive Asset Suite: Delivered a full go-to-market toolkit spanning digital, print, and motion assets, ensuring consistent brand expression across all customer touchpoints.
Collaboration & Project Management
Partnered closely with product marketing to maintain strategic alignment while delivering on aggressive timelines and budget constraints. Created comprehensive asset libraries that empowered sales teams with readily accessible, on-brand materials.
Measurable Impact
- Brand Evolution: Successfully elevated Convoy's visual and motion design standards, creating a more sophisticated and engaging brand presence in the competitive logistics space.
- Market Leadership: This campaign contributed to Convoy achieving #1 share of voice among trade press—one of six strategic launches that established market leadership.
- Operational Excellence: Delivered the complete project on-time and on-budget while providing sales teams with robust collateral that simplified the selling process and ensured consistent brand messaging.
