Modernizing Alteryx’s digital brand
I joined Alteryx as Associate Creative Director of Digital just as the in-house team was scaling up and preparing the brand for growth. My focus lay specifically on the digital experience: from .com, to email, and more. With a quickly evolving visual brand and a large structure of stakeholders, my role required not only creative direction but collaboration, effective communication, and remote relationship building for successful outcomes.
My work included redesigning the website, email, and thought leadership while supporting the brand team with campaigns, events, and social assets
Phase 1
Homepage
The initial phase focused on revitalizing the front page of our online presence: the homepage. Each element, from graphics to typography, was carefully crafted to reflect our refreshed brand identity while embracing contemporary trends. I co-led the effort through concept, design, development, and QA process.
Phase 2
Blog Redesign
Thought leadership has long been my passion, so redesigning the blog experience was a clear next step.
This resource page structure was then leveraged for the Customer Center, Resource Center, and more.
Phase 3
Modular designs for scale
A module-based, systemic approach was taken to update the hundreds of existing pages and automate new page requests. My team developed hero graphics that could live alone OR with any type of brand imagery - as displayed in our test executions.
In tandem, we created a guide that covered visual treatments, specs, and key UI components for any designer or stakeholder to reference.
Phase 4
Redesigning and architecting email
Email templates needed a redesign, as well as a more developed strategy for the team to operate at scale. I led a team of in-house and vendor resources to architect a suite of modules, 11 specific use-case email templates, and a library of email-optimized assets like illustrations and photography. Templates could be used as delivered or customized, all via a self-serve system. This enabled email design customizations to focus on larger, ROI-driving campaigns and marketer autonomy.
