Challenge

When I returned to Kindful, most of their assets were outdated. The website had the most recent treatments, but everywhere else across digital was outdated. The problem was not necessarily updating everything, but making sure updates were consistent and would stand the test of time (at least for a few years).

We needed to make sure all assets were consistent, and that it took minimal effort and time to get updated assets.

Process

As new items came up, I used existing assets to create new templates. I made most of them in Figma, so that I could see a library of assets all at once, and I could share those with other team members who may not have been efficient in Adobe products.

That last part was key: As we were trying to update just about everything, we needed to have ways for other team members to create their own assets, so Adobe wasn’t going to work. I briefly considered Google Workspace, but our brand used customer web fonts unavailable in Google tools, so that was ruled out.

I wanted to incorporate a few key aspects of our updated brand:

Product shots should have rounded corners, minimal complication, and a faint shadow backdrop to separate from white backgrounds.
The Kindful stripe would tie in the product UI with marketing.
Single-pixel circles tied in the latest homepage design.
Slanted shapes tied in existing website creative.

Product

THUMBNAILS

Video thumbnails for Wistia, YouTube

We had a decent library of webinars and videos, but designs were all over the place. I created a few simple templates that used the existing branding to showcase the title and speakers. Images and titles could be swapped using Figma in minutes.

THUMBNAILS

Social share thumbnails

Social share images are one of the most overlooked aspects of a website. If you create a strong, compelling website, part of that goal is for users to share it with friends (or coworkers, in a B2B context). When sharing, some website themes will use the site’s favicon, some will have a fallback, and others will display the first image on the page.

To control the images set forth, I created a template that we could use to insert the title of the page, and display any relevant info that would compel someone to view the page.

PRODUCT HIGHLIGHTS

Product images for G2

G2 was very popular acquisition channel at Kindful. Nonprofit employees utilize their network and peers very strongly, which meant our G2 listing was leaned on heavily.

To update some of the product images, I created this simple template that could state the value of the feature in the image, while also showcasing a snippet of the platform.