POPLAR
Role: Senior Designer
Poplar was built with the intent to help D2C marketers create personalized, best-in-class, direct mail campaigns. Similar to products like Mailchimp or HubSpot, Poplar provides on-demand flexibility to help marketers build campaigns whenever they need to.
Upon finalizing the build of the product, SLM now needed to launch and gather awareness around it. This required creating a VIS for the product and a marketing website.
Serving as Sr. Designer, I was tasked with helping to lead the content strategy, branding, and final site development for Poplar. This required working with our branding studio partners, Extended Play and Studio Mast, to help communicate our internal vision for the product and overall brand.
SF-based illustrator, Monica Garwood, was tapped by our team + Studio Mast to produce a number of illustrations marketing site.
The illustrations carried an approachable and contemporary style, which gave our team the flexibility to communicate the robust product benefits in a clear format.
Once branding was completed, I built out a toolkit of assets to continue gathering visibility for Poplar. This included an external push of retargeting ads, an iconography library to be used within the product, one-sheet templates, and more.
Outcome: Being a new product, the team decided to focus more on awareness: did marketers—especially those already familiar with SLM—ask about the product or schedule demos with product marketers?
Growth initially started slow with a few retainer clients using the product for smaller direct mail campaigns but momentum quickly picked up after 6 months. There was an uptick in requests for product demos and clients being onboarded onto the platform.
Still remaining close with the company, I’ve referred clients looking to send out specific DM campaigns, to Poplar. I’ve even had a few clients refer other marketers to me, specifically looking for creative dev for campaigns that would be shipped on Poplar.