Brand Art director @ Future Family

Future Family is a company created for people that need assistance with IVF/egg freezing services during the fertility journey. The company was started by the founder’s passion to provide support for patients in the broken and confusing system of the fertility treatment. Accessibility, support, and family are core values of the company.

As an Art Director, the responsibility was to create visual assets for every touchpoint. These include websites, social media ads, brochures, promo items, emails, blogs, financing documents, etc. To make everything consistent in style, the team built a style guide and kept updating it to strengthen the core of its brand.  

Data was used to increase the user engagement on websites, the open rate for emails, and click-thru rate for all the ads. The designs were modified based on data to not only be aesthetically appealing but also to perform well. Crazyegg, Unbounce, and Mailchimp were used for testing.

2. Websites (desktop/mobile)

Homepage, Membership Page, Finance Page, IVF Plan page, Clinic page, etc. were made sure to be brand-aligned. Same colors and icons were used for consistency in style. Also, the same font style, button style, and graphic elements were applied across the web platform.

Menu Animation for Mobile

CSS Animation (SVG)

3. Email Campaigns

Emails were built on Stripo (admin emails) and Mailchimp (corporate nurturing emails). HTML and CSS were used to tweak and polish the designs. In order to achieve the best possible result, A/B testing was used to pick the best performing subject line, content, etc.

6. CSS Animation

CSS animation was used instead of GIF to optimize websites. CSS animation occupies less space and is scalable. It was coded in HTML and CSS and saved in SVG format.

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