MY TRIBUTES BRAND REFRESH
MY ROLE
As the lead designer my role was to scope, research and deliver a new brand design for My Tributes to reflect the safe and nurturing environment for those wanting to share the stories of their loved ones passing.
BRAND EVOLUTION
The brand redesign of My Tributes was a joint project of updating the My Tributes website (view project). The previous green used for My Tributes failed the WCAG, thus resulting in a new colour palette for the brand and an opportunity to refresh all collateral.
NEWSPAPER
FILLER ADS
When there are not enough notices to fill up a page in the newspaper, there are branded ads inserted to fill up the space. There are hundreds of size variations created to fill these spaces (a bit like Tetris). It was my job to refresh the old My Tributes filler ads based on feedback that the prior designs overwhelmed the page. For the new designs I toned down the colour and complexity by making the design simple and legant to help compliment the customer's notices. I also revamped the CTA to align with the new My Tributes products and the inclusion of QR codes to allow users to access the site.
CAMPAIGN
ADVERTISING
Similar to the filler ads, campaign ads would be activated for particular key dates throughout the year such as Father's Day, Mother's Day etc. For these adverts, it was key for them to stand out but also ensure that the tone of voice did not make the brand was still sensitive to the subject matter.
NEW PRODUCT
As a part of the My Tributes brand refresh, new products were created to sell to My Tributes customers. Not only did I work on the UX of how they would look and be purchased on the My Tributes site I also supported with the creation of the marketing for these products.
BRAND ACHIEVEMENTS
Over my time at News Corp Australia, I was instrumental in the brand development of both My Tributes and Buy Search Sell, moving the brands forward including assisting in redesigning their websites and updating their brand guidelines and styles. I delivered over 1,500 creative elements for Buy Search Sell and My Tributes including illustrations, ads, flyers, EDMs, YouTube ads, Facebook ads, mockups and more.
