Rebrand
ROLE: Senior Design Director
AdTech Academy is an award-winning educational program of a B2B tech company. It offers a rich curriculum featuring on-demand courses, virtual live sessions, and in-person workshops.
REBRAND IMPACT: In 2023 the program achieved over 11,000 enrollments and a 96% confidence score from in-person event attendees—marking significant growth in participation.
A standout educational initiative that significantly differentiates from competitors. With the onset of Covid, we strategically shifted to expand our on-demand offerings. One of our foundational elements was the development of talking head videos, aimed at blending professional education with approachability. Below is an example of a video created in our headquarters, enhanced with subtle animations by our design and motion team.
Going digital was a natural step for a tech company—we even built out a badge system to compliment each completed course that would then be shared on each persons individual LinkedIn account. Having to move fast, with a minimal budget, I built out the UI in Figma to work with the Learning Management System and partnered with an in-house UX developer to alter the Learning Systems base code. Introducing the core team and the types of courses available was crucial to adaptation.
The certification program is customized to attract digital media users looking to gain a competitive edge while also supporting clients in how they optimized their campaigns. Each event required a custom workbook (80+ pages), two days of educational presentations personalized for a rotation of unique speakers (per educational tier), an event landing page, email visuals, social media tiles, and event signage all synced with fun, branded swag that made memories for the attendees.
See full Programmatic Strategy 101 workbook here.
Award Winning Certification Program
AdExchanger announced the winners of the 2023 AdExchanger Awards, recognizing excellence in digital marketing and advertising. Basis Technologies won two awards: 'Best Account Support by a Technology Company' and 'Best Data or Measurement Strategy by a Marketer.'
Every creative faces a decision about what to feature on their website. I chose this project because it marked my first true venture as a Design Director with a real in-house team, post-company rebrand. With a modest budget, I led a team of four creatives back to a standard workflow—a significant challenge we embraced head-on. I frequently tell executives that they miss the 'fun parts' of my role because of where they sit — by the time they see any development, it's already polished, with several targeted solutions in place and a narrative that is easy to say yes to. The images below are a glimpse behind the curtain of logos that were part of the development process as we worked through approvals (ie the fun parts).
The design work was masterfully handled by Lilia Diaz, Kelly Ward, and Carolina Martinez, while the video and animation came to life under the skilled hands of Troy Gould.
