work: 2012 – 2013
PROJECT TITLE:
RingCentral Brand Refresh
PROJECT PERFORMANCE:
67% lift in website conversion month to month, growing to over 200% a year after redesign launch, leading to RingCentral’s successful IPO. The brand refresh created a sense of pride in both employees and customers and worked very effectively in converting new customers through the website and digital display ad channel.
ROLE AND CONTRIBUTIONS:
Creative strategy and direction, art direction, design.
PROJECT NOTES:
In late 2011, RingCentral hired a consulting firm to provide guideance towards launching a successful IPO. Immediately the firm recognized the need to develop a more modern, unified, and professional brand, and warned the leadership that it would become an obstacle and reason to delay filing.
The leadership agreed, and I was brought on board in 2012 as Associate Creative Director to lead the digital side of the rebrand efforts, including the development of hero/key imagery, color selection, web site and page layouts, iconography, digital display advertising, video strategy, and email approach.
The Creative Director and I worked together to research and better understand RingCentral’s prospects, allowing us to to develop a visual system they would respond to. From this exploration we developed brand colors, layout patterns, a messaging platform and tone, and a visual asset library.
Using the updated visual brand system, I led my team in the creative execution of all digital marketing assets. We took great care to develop creative that was well designed and aligned, engaged the customer base, and effective in marketing conversion. The creative below is a sample of the brand alignment and digital marketing refresh efforts.
PROJECT TITLE:
RingCentral Cloud PBX Video
PROJECT PERFORMANCE:
RingCentral’s most-watched video, with over 345,000 views on YouTube.
ROLE AND CONTRIBUTIONS:
Storyboard art, art direction, creative direction.
PROJECT NOTES:
As part of the brand refresh, the creative team developed a series of videos to help sell prospects on the idea of RingCentral and product benefits.
One of the videos we developed was called “Cloud PBX” and describes the value of moving away from legacy PBX hardware and instead choosing a cloud based system. There are a variety of benefits a cloud based system offers, and the goal of the video was to highlight the majority of those in a quick and engaging video that also allowed us to showcase the brand refresh.
Below is the video we produced along with some of the storyboards I illustrated to help sell the idea and provide art direction for the team. In addition I sourced the voiceover talent and music bed for the video.
PROJECT TITLE:
RingCentral Asset Library
PROJECT PERFORMANCE:
–
ROLE AND CONTRIBUTIONS:
Design, illustration, art direction, 3D modeling/rendering.
PROJECT NOTES:
In support of the development of the RingCentral Brand Refresh, we understood the need for hero imagery to visually describe a simple approach the product brought to a complex problem.
I developed the idea of housing individual concepts in box visuals after research into a number of possible graphical depictions. I created all the hero imagery in 3DS Max, using Photoshop to combine the models and photography.
I also developed the “gel icon” illustrations to bring the product features to life in a fun, engaging way.
