Pulse
Project Lead, Design, Branding, Design Systems
Pulse was launched to offer an alternative credit card to credit product customers of high street retail brands which are no longer in existence (Largely due to COVID impacts).
The Brief
Build a flexible and vibrant brand which appeals to a wide demographic and ultimately retain customers.
Deliver all assets required to launch a new credit product aimed at transferring customers from existing high street credit cards who have ceased trading.
Deliver all assets required to launch a new credit product aimed at transferring customers from existing high street credit cards who have ceased trading.
The Role
Creative lead for the project. Briefing creative agency for initial key brand assets then curating all phases of creative output across marketing, UI, procurement and operational teams in the 4 months leading up to the launch. Additionally design all emails, icon set and guidelines.
The final piece of the project was working with 2 UI teams simultaneously to ensure the website and app were designed on brand and met the information and design requirements for new customers. This was completed and implemented in time for launch, in 8 weeks.
The final piece of the project was working with 2 UI teams simultaneously to ensure the website and app were designed on brand and met the information and design requirements for new customers. This was completed and implemented in time for launch, in 8 weeks.
Deliverables
The Brand
The customer base that Pulse was aimed at was very broad - from 20 years olds through to 60+ years old. Many of the brands that were or could be targeted had largely female customer bases, so this was the core demographic.
The result was a clean, vibrant and distinctive brand which incorporated bold but eclectic graphics and colour palette. Manipulating the brand assets in different ways enabled us to think about if we were aiming at male/female, old/young and depending on their general interests.
The result was a clean, vibrant and distinctive brand which incorporated bold but eclectic graphics and colour palette. Manipulating the brand assets in different ways enabled us to think about if we were aiming at male/female, old/young and depending on their general interests.
Email Design System
The Pulse email template was designed to be engaging and bold while offering the flexibility to deliver unique emails across the complete customer journey at pace.
First of all, for designers and agencies the template provided a number of pre-designed modules to pick from. Guidelines gave clarity and advice on how to keep new elements on brand.
Secondly, the template needed to be built (in HTML) in a modular fashion to enable for quick and easy deployment in Salesforce Marketing Cloud for a wide range of marketing and servicing communications. It was important that developers were instructed how to design and deliver the code for those with lesser skills.
First of all, for designers and agencies the template provided a number of pre-designed modules to pick from. Guidelines gave clarity and advice on how to keep new elements on brand.
Secondly, the template needed to be built (in HTML) in a modular fashion to enable for quick and easy deployment in Salesforce Marketing Cloud for a wide range of marketing and servicing communications. It was important that developers were instructed how to design and deliver the code for those with lesser skills.
Credits
Creative support and advice is always appreciated
