Showcase: 8x8

Role:

Creative Director

Duties

8x8 initally seemed like a ‘manage the brand book’ job until I began meeting with various teams and as my experience and attitude became known, I was continually pulled into more and more projects until I was at the center of most initiatives across the business within the first month. Guiding the look and feel of the website, establishing the look of our new offices, HR & Legal support, you name it. I thrive through collaboration, so embraced getting to know every corner of the business and providing the much-needed visual and conceptual direction the business required.

Highlights:

Global Branding, Integrated Campaigns

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Staying Connected Anywhere and Everywhere

8x8 was about staying connected On the go

The core brand message was about going places; how to get from here to there. 8x8 was a catalyst that allowed businesses to migrate from legacy or obsolete communications tools into the future with a cloud-based unified communications platform with voice, video, chat and contact center functionality, all under one roof.

At 8x8, I was responsible for creating, managing, communicating and evolving the brand standards and messaging with my handy-dandy brand book as the single source of truth for all brand-related questions. Some of my brand-focused responsibilities included:

Brand Standards & Evangelism
Creative Direction & Brand Evolution
Web Brand Integration (UX/UI)

Design Application & Consistency
Brand Workshops & Adoption
Agency & Vendor Management

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8x8 had a unique perspective

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Integrated Campaigns

It was my responsibility to determine how the brand should come to life: bringing consistency across all creative channels into a unified creative voice was accomplished by defined every detail encompassing logo usage, typography, color palettes, iconography, photography, and UI patterns to a recognizable and emotional brand experience.

Whether it was a social campaign, advertising geo-blitz, email nurture campaign or a user journey spanning all of these channels, leading to our website, I helped thread the headlines, CTAs, imagery, design elements, and layouts together with my brand book as a blueprint. When something didn’t quite fit or there wasn’t a precedence, it was added or edited to ensure the brand book and brand itself were always aligned and current. Some types of integrated campaign projects I worked on included:

Digital & OOH Advertising
Social Media (LI, FB, YT, Inst)
Web Landing Pages

Email Nurture Campaigns
Geo-blitz Takeovers
Collateral (Case Studies, White Papers, E-books)

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