SKILL-SET: ART DIRECTION, BRANDING, PRINT, DIGITAL
Perkbox is one of the UK’s fastest growing tech companies. I played a key role in evolving the brand as the company grew. At it’s outset, Perkbox had a fun, party style of photography, which set it apart from its traditional competitors. However, at the start of 2018, Perkbox had grown exponentially, to more than 450,000 customers. As such, the company’s brand image needed to evolve, to become more meaningful, beyond simply happy people having a party. This involved reshooting all the photography, redesigning the website and creating a new set of marketing materials.
After brainstorming sessions, to clarify, and develop our brand strategy, the creative team and I decided on the concept of ‘productive fun.’ Perkbox remains a fun brand, and we wanted to keep this in the art direction.
As a result, we chose to use our own employees as models, and give them large bold A1 cutouts to interact with. These props also allowed us to demonstrate the variety of Perkbox’s business offering of new products - thus combining fun with impactful messaging.
To make sure everything went smoothly on the day, I planned out each aspect of the shoot. The brand architecture can be seen below.
Alongside my colleague Jonny, and AprilMay Photography studio, I then art directed the two day shoot, organising the participants, and directing each shot.
Below, are the raw files of the key group and individual group shots, and behind the scenes footage taken across the two days.
The design team and I then vector masked the chosen images from the shoot. Where appropriate, we placed them on different coloured backgrounds.
Below, are examples of how we placed employees next to large device mockups, adding a creative twist to the product UI.
Using the new images, I then designed brochures and ebooks to be used for both in-bound and out-bound marketing. Here is an example of a brochure sent to potential customers.
To allow for better readability, transparent versions of the images were used across the website.
Using the images from the photoshoot, I was given the task of designing the first Perkbox underground advertisement, to be placed on 2,200 carriages across the whole TFL network for 2 weeks, during March 2018. The aim was to increase brand awareness and create momentum in advance of a funding round.
The Perkbox paid social media team ran geo targeted Facebook ads around key London Underground stations, and my team created a dedicated landing page to measure the increase in click through rate, as a result of the campaign.
The overall brand impression search volume rose by 20%.
There was an increase in marketing qualified leads (MQLs) in the two week time period when the ad was showing. Perkbox gained around 250 extra MQLs.