Chemist+Druggist
Presentation
Alongside all the printed artefacts I produced for the Client during the years (and for its three brands: C+D News, C+D Data, and C+D Jobs), I also worked on different creativities to support marketing campaigns. For this project I've worked on three main tasks:
- design banners for Google Display Campaigns.
- design creativities for marketing campaigns runned by the Client on its Socials.
- design micro sites, and all the different digital assets (newsletters, pop-ups, infographics, etc.) to support Client's activities.
These are the tools that I've used for this project: Adobe Illustrator for illustrations design; Adobe Photoshop for photo editing and to create banners and creativities; Adobe XD for prototyping. I also used Google Analytics and Hotjar to analyse users' data.
| Client: | Chemist+Druggist |
| Sector: | Pharmacy Industry |
| Project: | Improve and maintain Brand Identity on Marketing Materials and Digital Assets |
| Year: | 2018-2021 |
| Tool: | Adobe Creative Cloud (Illustrator, Photoshop, XD); Google Analytics; Hotjar |
The Project
During the three years I collaborated with the Client, I had the possibility to work on its three brands (C+D News, C+D Data, and C+D Jobs) and for different marketing campaigns. The main challenge was to highligh the main differences of each single brand through the visuals, and also keeping consistency through them, at the same time.
For all the campaigns I followed, I covered the Lead Designer role, and I worked on the main concept, by sketching and designing digital assets. I also spent time with key Stakeholders involved, discussing my ideas, and then delegating secondary design tasks to junior designers. I also oversaw their production, keeping an eye on the digital assets they made, and ensuring they followed the brand guidelines.
Design & Applications
For this project, I worked on some of the main campaigns the Client usually organises during each year, like for the C+D Awards, and the C+D Salary Survey.
The C+D Awards is the most important event the Client organises to reward the best of the best in community pharmacy and to celebrate excellence in the sector. Over three years, I supervised the marketing campaign behind this event, taking care of the creation (and the maintenance) of the related micro site, and all the digital assets used to promote it (banners, newsletters, pop-ups, etc.).
The C+D Salary Survey is yearly runned by the Client to find out what it's like to work across the pharmacy sector. For this task, I completely re-imagined the style for the digital assets and I made new infographics using isometric illustrations.
UX Research Best Practices
In order to support the marketing campaigns, and all the artefacts I produced, the Client asked me to keep track of the traffic and the usage of their sites, analyse all the results, and then produce any digital assets and/or prototypes to help the Client to reach its goals. For this reason, I conducted UX Researches using analytics tools like Google Analytics (to keep track of quantitative data) and HotJar (to monitorise qualitative data).
I tracked feedback of the marketing campaings in many ways, and the heat maps helped me to update the digital assets, re-organise banners on the websites, producing prototypes, conducting A/B testing, and then apply the right changes - in order to reach users' attentions.
If you want to know more about my UX Career, how I usually work on different tasks and how I deal with challenges (from "research" to "prototype and design"), or if you want to know more about my Best Practices, please visit this link.
