Evolution of the brand identity

In my capacity as a Senior Art Director at Groupon, I played a pivotal role in the strategic development and evolution of the brand identity. Leveraging my extensive experience and expertise, I spearheaded the process from inception to execution.

I began by conducting comprehensive research to gain a deep understanding of Groupon's core values, market positioning, and target audience. This informed the conceptualization phase, where I led brainstorming sessions and collaborated with cross-functional teams to generate innovative ideas.

As a seasoned creative professional, I oversaw the design development process, ensuring that the brand's visual elements were cohesive, impactful, and aligned with strategic objectives. This involved crafting a distinctive logo, curating a versatile color palette, selecting typography that embodied Groupon's personality, and developing visual assets that reinforced brand recognition.

Collaborating closely with stakeholders, I translated feedback and insights into refined design iterations, maintaining a balance between creativity and brand consistency. My role extended to producing comprehensive brand guidelines, providing a framework for cohesive implementation across various channels and touchpoints.

Throughout the implementation phase, I oversaw the application of the brand identity across diverse platforms, ensuring its seamless integration and effectiveness in capturing audience attention. I also played a key role in monitoring the brand's performance and perception, facilitating continuous refinement and optimization.

Overall, as a Senior Art Director at Groupon, I was instrumental in shaping and elevating the brand identity, contributing to its enduring impact and resonance in the marketplace.