Case Studies
LivePerson Software
THE CHALLENGE:
The challenge was to revamp LivePerson's marketing sales collateral from within, aiming to inspire the sales force. The task involved creating "poster-like" designs that not only adhered to the existing branding but also pushed the boundaries, employing techniques that would genuinely captivate and motivate the sales team to engage with the materials.
THE SOLUTION:
To address this challenge, I immersed myself in LivePerson's brand ethos, extracting its core elements while daring to explore new visual territories. Leveraging bold typography, vibrant color schemes, and dynamic imagery, I crafted striking designs that defied conventional norms and resonated deeply with the sales team's aspirations. The strategic infusion of hand-drawn icons and personalized elements transformed the collateral into more than just materials – they became rallying points for the sales force, instilling a sense of pride and inspiration in every interaction. This nuanced approach not only broke the rules but rewrote them, creating a visual language that spoke directly to the heart of the sales team's motivation.
MY ROLE:
As the senior designer, my role extended beyond the visual aspects to a comprehensive understanding of LivePerson's core values and business objectives. I delved into extensive research on the company's values, honing in on the specific elements that resonated with the sales force. Simultaneously, I collaborated closely with the sales team to identify key metrics critical for boosting sales effectiveness.
This immersive research phase became the bedrock of my design process. I translated LivePerson's values into visual language, ensuring that every design element echoed the company's ethos. Moreover, I strategically integrated elements aimed at addressing the identified metrics, creating collateral that not only visually inspired but also aligned seamlessly with the sales team's goals. My hands-on involvement in both research and design ensured a cohesive fusion of company values and strategic metrics, contributing to a design solution that went beyond aesthetics to actively support sales growth.
THE RESULTS:
The implemented solution yielded tangible and quantifiable results, with a direct impact on key sales metrics. The meticulous research into LivePerson's values and the identification of crucial sales metrics played a pivotal role in shaping the effectiveness of the marketing sales collateral.
The integration of company values resonated strongly with the sales force, fostering a sense of alignment and motivation. Simultaneously, the strategic inclusion of elements tailored to address specific metrics led to a measurable increase in sales engagement, conversion rates, and overall effectiveness. The collateral became more than visually appealing; it became a strategic tool that actively contributed to the achievement of sales targets.
THE LEARNINGS:
This project offered valuable insights into the power of strategic design rebellion within established branding guidelines. Breaking the rules in a thoughtful manner allowed for the creation of materials that not only appealed to the sales force but also maintained a connection to the brand identity. The experience underscored the importance of creative flexibility and strategic rule-breaking in designing materials that resonate with and inspire the target audience.