Snapchat For Business (Copy)
Snapchat For Business
2021-2022
Collier.Simon
Associate Creative director / motion designer / GRAPHIC DESIGNER
A major launch sizzle video. Over 50 unique icons. Region-specific creative in Saudi Arabia, India, and China. Holiday 2021 campaign collateral. And of course, ads. A little bit of everything for the Snapchat for Business team.
When I started working on Snapchat For Business in January of 2021, I was an Art Director. In our first year with this account, I was promoted twice, first to Sr. AD and then Associate Creative Director, so my role shifted as the year progressed.
It was useful to get to know this account first as a designer, developing a deep understanding of the brand’s minutiae, which then helped me continue our team’s success as I took on a different role.
Icon System
Our first big project with Snapchat For Business was a style exploration for an icon library. This was the first piece in an ongoing effort to update Snapchat for Business’s site to be more contemporary, clear, and ultimately useful to its audience.
Client selected this style, which I art directed and designed, and we have since built out a library of 50+ icons (and counting).
We now use these icons across the Snapchat for Business site, paid and organic social, in e-books, etc.
Public Profiles Launch
In Spring 2021, Snapchat For Business launched Public Profiles, allowing businesses for the first time to have profile pages where Snapchatters could follow them, interact with their Snaps, content, filters, and lenses, and even shop without ever leaving the app. This was a big moment for the For Business team, and we supported them accordingly.
The biggest piece, which I am proudest of, is the sizzle video. I boarded it out in its entirety (over 40 keyframes) from sketch to handing off a pristine, ready-to-animate PSD to our video editor, in 3 business days.
Website Visuals
Throughout 2021, we continued reworking key visuals on Snapchat’s website to be more impactful, modern, and functional for their audience.
The Snapchat For Business audience includes anyone who advertises on Snapchat under ~$1M. This means we are addressing both professional marketers at mid- to- large companies and the owner of the local pizza place who is an absolute wizard with mozzarella, but might know nothing about advertising. The creative problem was to take topics that are inaccessible and intimidating, and visually represent them in a digestible way.
I developed a visual system that used simplified UI, short tutorial GIFs to demonstrate ease, and curated Snapchat brand elements to build fresh website visuals that are engaging, user-friendly and communicate effectively.
Holiday 2021
In early fall, I was promoted to ACD, and my role shifted to be 15-50% hands-on work, 50-85% creative direction, strategy, and team and project management depending on the day.
The final big push for 2021 was Holiday Season, aka Please Advertise on Snapchat Season. Throughout this time, my team and an auxiliary team of freelancers knocked out performance social, website visuals, fake ads to use in real ads, an ebook, organic posts, a giant infographic that we then cut up into smaller infographics, and a sizzle video to announce the whole thing.
