Weight Watchers
2019-2021
WW International
Art Direction
Digital Design
Design Systems
Creative Direction
Overview
I led a team of eight designers through the entire lifecycle of seasonal ad campaign concept development and execution, including overseeing a comprehensive global visual identity brand refresh. Despite challenges posed by the COVID-19 pandemic, I provided art direction for both on-site and remote photo shoots, ensuring high-quality photo galleries, campaign artwork, and e-commerce product images. Additionally, I spearheaded the development of visual design systems tailored for seamless local and global rollout, enhancing brand equity, brand consistency and market impact.
Results
By directing the creation of a robust visual asset library, I established a cohesive global look that standardized branding across all markets, significantly reducing email design time to just one day from the usual week it used to take. This efficiency boost helped maintained production schedules and empowered creatives worldwide to respond to requests in sync and in real-time. Moreover, leveraging the in-house image library, I orchestrated one of WW’s most successful email campaigns in 2020, achieving exceptional open rates while minimizing expenses previously incurred from stock imagery. Furthermore, I innovated remote photoshoot strategies, effectively reducing COVID-related expenses while ensuring continued high-quality output during challenging times.