Webmart

Strategic Creative Direction

 

In 2017 I had a year’s long association with Webmart as Creative Director. Having just launched a new corporate identity and value proposition, the company was going through a transitional phase and wanted to explore offering a creative service for the business. To achieve this, a more strategic approach was needed within their communications package. Under my direction we refined the visual tone to still incorporate the novelty aspect of the brand (that Webmart is well known for) whilst transforming the overall aesthetic into a more progressive and engaging visual language. The strategic implementation of this new direction included developing a sales pitch centred around building brand affinity and customer lifetime value. To generate the impact needed in this pitch, striking graphics were created for channels of business, case studies, the use of technology and statistical results. These new elements were then used as visual tools for the sales team to help sell in the company’s offering. The creative service offer also had to be sold in, not only externally to clients but internally to the stakeholders within the business. A creative value proposition was developed alongside a full business process model on how the creative service would integrate into the company’s structure.