Campaign & Art Direction · 2023
Brand Authority
A distinctive launch campaign for Moz's new Brand Authority metric: 100+ assets, two landing pages, and a launch film.
Overview
In 2023 Moz launched Brand Authority, a new metric designed to measure the impact of brands in the search results page. The launch needed a campaign distinctive enough to make a novel metric land, timed to MozCon, Moz’s annual industry conference.
The strategy targeted a younger audience through a deliberate departure from the standard brand identity: vibrant color, fresh illustration, and a magazine-style archetype quiz. The full campaign spanned 100+ promotional images, two landing pages, one launch video, and 25+ supplementary clips and GIFs.
Challenge
- Timeline pressure: the MozCon deadline was immovable.
- Consistency vs. differentiation: a distinctive look that still read unmistakably as Moz.
- Novel formats: a magazine-style brand-archetype quiz requiring original character illustration.
Approach
I conceptualized the campaign framework and design system, directed video and animation, and integrated generative AI into the illustration pipeline to produce marketing artwork efficiently at the required style and volume, managing a 100+ image production pipeline with quality oversight, and collaborating with engineering on two landing pages.
Results
The archetype quiz and webinar campaigns drove more engagement with Brand Authority, more traffic to the site, and helped make the new metric stickier. The Marketing Design team earned a quarterly recognition award for the work.
Brand Authority Quiz
We developed a quiz-style follow-up campaign centered around which Brand Authority archetype you are. Early generative-AI illustrations in a saturated cyberpunk theme brought a little cool to the campaign while giving each archetype a distinct personality.
Animation by Elda Flores Montelongo · Web/UI by Derick Brown.