It’s Netflix for magazines.
Home & Garden, Politics and Cars. Whatever you are into, there’s over 200 titles waiting to take your attention away from Instagram. Want to try it out? Open Apple News. They bought us.
Associate Creative Director
What I did: Envisioned, developed, and evolved the Texture brand visually through all marketing touch points. In partnership with the Creative Director, I built a creative team from the ground up that focuses on both CRM and acquisition channels. I managed a small team of designers, front-end developers, and engineers through the creative process from conception to deployment. This includes guiding the team through new partnerships like Moveavble Ink, Appboy, and Bounce Exchange, frequent testing on all digital channels, and product sprints.
It started with a simple agency built brand, plug & play Wordpress site and a handful of rotating developers.
Through testing and user learnings, the brand shifted towards a content forward focus letting the stories within the app shine. The results speak for themselves.
Simple changes make big impacts
We altered the logo to better function with digital initiatives.
Colors were brighten and altered to reflect the vibrant content featured in app. When placed in marketing materials, we needed our logo to stand tall instead of being washed out in small spaces. The ‘X’ icon was finessed to have fewer and larger pixels to sharpen the visual shape and impact.
Personalized Emails
As Texture evolved, so did its technology. We onboarded new features that allowed us to pull content directly from the user’s app and serve them with like stories and magazines. The engagement in the app increased.
Site Experience
One of our forever tasks was to increase account creation and funnel thorough to a paid customer. Homepage testing was a constant low hanging fruit.
But what could we do that was pushing it a bit more AND gaining knowledge about our customer? Create a quiz.
‘Truth’ Campaign
During the 2017 election race, the thought of truth and where to find it was on top of everyone’s mind. We felt, given our medium, this is the best opportunity we could get to make a stance: that there is still real journalism out there. This was the birth of the ‘Truth’ Campaign.
Winner of the Creative Media Award for 2017
The concept started as a wall and branched out to a map showing that through Texture, you will find your truth.
To continually improve and succeed in this space, I built and led a team of 10 designers, developers, producers, and copywriters. Together with my team, we drove a dramatic transformation to reimagine the brand and experiences.
A few paid acquisition moments
