ShootProof makes running a photo business smoother. In my time there I led efforts and standardization for ShootProof branding and brand evolution between 2019-2021. My projects included marketing website redesign and build in Webflow, digital assets for email, web, social, and brand guidelines and asset library.
The biggest challenge was working on the brand evolution behind the scenes and slowly rolling it out via different marketing and email campaigns. Started by evolving the email design brand language and then moved that into our social media platforms and then via the landing page design used by the team. Once we had started to establish a new brand language we tackled how the brand gets expressed online while also solving for poor site conversions and a brand that didn’t line up with the product benefits.
By partnering with a local agency to do the ground work on our user persona build up the brand story made it easy to focus on some of the visuals and systems in house. It also allowed us to move faster by adding more hands to the project with a background in Webflow. As a solution Webflow would allow us to continue building in-house way past the initial re-launch and would equip our team and marketing team members to be able to contribute to the site easily.
We had a successful marketing site launch for the company. The site was build to be easily update-able by the design and marketing teams. We were able to continuously improve upon the site months later. The new site was optimized following some user testing post launch which generated an increase of signups by +24%. The brand overall was elevated and positioned and aligned with the product they were making for photographers.