Web Campaign
Custom Voice Assistants for Mobile Apps
SoundHound Inc promoted their AI platform, Houndify, with a digital campaign focused on customizing voice assistants in mobile. I lead the art direction of this campaign, choosing brand color schemes, visualizing the overall project image, creating illustrations, designing web layouts, and guiding icons and other assets via other designers.
Client SoundHound Inc
Role Lead Design / Visual Design / Web Design / Illustration Design
Additional Design Beau Parent
Overall Image starts the story
The overall image is a staple to the art direction of the entire campaign. This asset will translate over to additional visuals, like social tiles, registration pages, paid media and websites. I took inspiration from a social ad for Taylor Swift involving photo media sprouting from behind her. For the focus, I used a mobile device and combined a collage of categories such as travel, shopping, music, and so on.
Campaign page for Desktop
Working with content writers and developers, I designed a landing page for the campaign. Most media related “Mobile Apps” journeyed back to this page for further information. The goal was to not only educate, but push for user registration for the gated webinar and guide.
Campaign page for Mobile
The following is a mobile version of the “Mobile Apps” landing page. Additional time and assets were created or adjusted to comply with the layout for the mobile guides.
Illustration
Illustrations were created to explain certain content, such as “Increase User Retention” or “Own and Access Your Data”. I developed illustrations with the idea of the user first, and focused on the technology using brighter colors associated to the campaign.
Organic and Paid Media
Paid and social organic ads were created following the style of the Overall Image. Elements were created for pixel perfect deliverables. Adjustments were also done to help fit the visuals into the different container sizes per tile.
Video Bookends
A video webinar was created that went further into details as to the ideas of the campaign. For social and journey assistance, the thumb and social screens were created to better associate with the overall look of the campaign.
Color Palette
“Mobile Apps” used select colors from the Houndify brand palette. The request was for something that “popped”, which led to explorations into vibrant combinations with the color system. While Blue was used to associate Tech and AI, Pink brought in a media-oriented look and feel.
