INTRO
As a foundational part of SYSTRAN's initial promotional and marketing objectives in the US, I was tasked with defining the design direction for web, digital, video and print collateral. My goal was to craft a more updated, modern look and unified experience for their new audience.
With no basic design strategy and an outdated, non-responsive layout, the US office and Paris offices needed to create a more unified look-and-feel across their platforms, however, the challenge was for each division to also retain its own identity for their respective markets.
MAIN GOALS
Update new web look-and-feel for US division
Develop product videos and motion graphics for marketing
Initiated Paid Ad strategy and developed creatives
I researched and delved into the company’s history, culture, and mission to guide my design choices. This thorough research informed my direction, ensuring the final design resonated and aligned with the brand’s core values.
MANAGING EXPECTATIONS
Developing a more contemporary look for the US division while still respecting the Paris division's wishes was paramount. The offices in France were not changing their look, but gave the US latitude to do so.
KEY CONSIDERATIONS
Both respective markets have their design nuances, but I found that the French design leaned more on static vector graphics and isometric scenes instead of using more natural and human imagery to connect with their audiences, which was the direction I took.
