Glassdoor
As a senior designer on the brand team at Glassdoor, I was part of a small but mighty team of creatives and problem solvers. As stewards of the brand, we were responsible for the look and feel of every brand touch point, including social media, branded marketing campaigns, email and blog content, as well as internal branding initiatives.
Here’s a quick scattering of some of the high level work I was a part of at the company.
Brand Awareness Campaign
Designer / Art Director
In Fall of 2022, Glassdoor launched a massive integrated marketing campaign to increase brand awareness and brand sentiment amongst our target users. The brand team came together to concept and brainstorm together, ultimately pitching multiple approaches to sharing the value of the Glassdoor app. This final concept revolved around a tentpole video asset that we could cut into smaller, more targeted chunks that could run all through the fall and winter and into 2023. The basic idea is that users of the Glassdoor mobile app have a unique ability to “see inside” companies. The app is essentially a looking glass or portal into these workplaces, shedding light on the good and not so good alike. Playing into humor, and paying it all off with a light and playful touch.
I was involved in nailing down the final concept of the video, while a external agency filmed, edited and produced the video. I also provided visual assets that were eventually comped into the background, for instance the mockup on the phone and the flyout details that project from the buildings above the hero. After the video concept was delivered, it was my job to execute on a variety of supporting assets including blog graphics, infographics, landing page images, and other marketing materials that eventually lived on Reddit and Pinterest among other places. I played into the rectangular motif of a phone screen to provide a canvas for animation by another external partner. These rectangles then overlap to reveal different frames of the video asset, tying everything together.
Key Metrics
> 4 point lift in brand awareness and 3.7 pt lift in brand consideration, exceeding KPIs
Increased visit rate to our site by .10% and a sign-up rate of .11%
Sales Kick-Off FY23 Branding
Lead Designer / Art Director
SKO FY23’s theme was all about persistence, continuation and the unstoppable drive of the Sales team. I was inspired by the geometric visual paradoxes of folks like Escher as well as the mathematical Mobius strip, visuals that seemingly go on and on into infinity. Glassdoor as a company had also recently acquired Fishbowl, the workplace conversation application, I created a soft gradient of our brand colors to indicate a blending of our two organizations. The final kit consisted of Zoom assets, presentation templates, etc. This branding was so successful it was adapted into three other events at the company, the GTM Summit, Leadership Summit, and Marketing Team Off-Site.
Sales Kick-Off FY24 Branding
Lead Designer
Another year, another SKO to brand! This time around, the theme was Elevate. Initially trying to use angular shapes to evoke mountain peaks, upward arrows and other motifs, eventually I landed on the simple circle to carry the design forward. The circle was meant to represent a bubble or balloon, slowly but steadily gaining elevation on the breeze. This branding had to pull double duty and stretch into a secondary event for the wider Glassdoor organization as well. There was also a Awards Show component to this as well, which called for a more upscale/elevated approach inspired by the glitz and glam of old school Las Vegas.
VALUES Crest Logo + SMASHie Awards
Lead Designer
The Glassdoor Values crest is a visual representation of the 4 values that make up Glassdoor’s internal team. We are good people, we are transparent, we are innovative, and we have grit. Each of the four quadrants of the crest represent one of the values. Each of these visuals was then extrapolated out and emblazoned on the front of a glass prism we call a SMASHie Award. The SMASHies are an internal award we use to celebrate employees who uphold our values in everything they do. People are nominated by their peers for the value they most align with, and then through a non-biased selection process are awarded at the company All Hands presentation every other quarter.
Employer Branding Campaign
Designer / Illustrator
The Glassdoor Marketing team created a campaign promoting a report on the importance of employer branding, which included a landing page, social media posts, email marketing, and blog graphics. For my part, I was able to illustrate a few hero graphics that would live on the blog, as well as a direct mail asset. The campaign went outside the norm of what was expected from Glassdoor’s visual style at the time, so once the Senior Art Director had the final look and feel nailed down, I had to quickly learn how to illustrate complex concepts in this new style.
Email DEsign System
Lead Designer
Created a design system and set of rules/guidelines by which all Glassdoor emails should be created and sent. Over the course of a month, I painstakingly documented every detail of the system and handed over a guide detailing everything from type size and line spacing, to button radius and coloration. There was tons of collaboration and workshopping design iterations with the engagement marketing team, and as a result we created an easy to replicate, and visually appealing design system.
