Creating design systems to elevate authority

BACKGROUND

For years, social media at the NNA was managed by a content team within the communications group. They did an incredible job building an audience from nothing and growing it into a hugely successful channel without expert design or copy support. Impressive!

 

CHALLENGE

The NNA brand has evolved significantly since the inception of the post-style developed by the social team. So the challenge was two-fold: to bring it into the visual language of the core brand and ensure more cohesion with the brand's position as an industry authority.

 

SOLUTION

Data shows that our audience engages with us through multiple social platforms, so we focused on creating a strong visual consistency across all channels. Through the use of strategically placed product marks, brand color treatment, and typography choices, the connection to the brand is now unmistakable. 

 

RESULTS

Post engagement has increased by 12% since launch, and members are sharing our posts with their networks more than ever, increasing reach by 18%. But the real win is the enhanced partnership with comms. The experience of working collaboratively inspired strategic conversations for future collaborations. 

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CREDITS

Design: Jan Bratslavsky, Maggie Soldano

Copywriting: Tanya Fernandez

Creative Direction: Maggie Soldano