Art DirectionBrand StrategyDesignPhotography
A brand evolution that humanized a SaaS fintech platform
Overview
Going beyond fintech to relationship building meant going back to the brand strategy stage and reframing how OPUL would show up competitively.
Shannon led the creative for OPUL, a SaaS product designed exclusively for aesthetic practices. Shannon delivered high-performing digital media —paid ad campaigns, social media, sales tools, and emails. As part of the brand evolution launch, Shannon directed a brand photoshoot and conducted several photoshoots where she served as the photographer, stylist, and director. She also used her background in print to produce several co-branded and packaging projects.
Team
Dylan Blaty, Lead DesignAnna Steininger, CopywriterJess Brown, Director of ProductOPUL Marketing
Brand Stratety
Shannon helped with market research and archetypal research – which helped shape the brand story and visuals. She also facilitated several personality sprints that helped give OPUL its tone and voice.
Brand in action
The challenge with OPUL's brand evolution was combining several existing elements – OPUL assets, logo, colors, the product, and the parent company ecosystem with a new brand strategy to incorporate the "relational" aspect of Relational Commerce. The brief required that OPUL feel like a SaaS product (not too techy) but be approachable and present itself as a product created to strengthen the relationship between the aesthetic practice and its customers. The evolution visuals, messaging, and rollout pace was strategic and seamless. Any big change in a perceived B2B2C product could have negative implications for the customer due to the vital role of the OPUL product/software in aesthetic practices.
Website
The OPUL website was completed in less than 2 months, from site map to launch. Shannon’s role was primarily art directing, foundational aspects such as type scale and typography system, iconography, photography, and post-production. Shannon also oversaw timelines and presented website phases to stakeholders.
45% increase in engagement 7.9% of visitors requested a demo 40% of traffic from organic search
Ad Campaign
The OPUL ad campaign was built with different funnels in mind and included a combination of brand awareness, lead gen, and retargeting ads. The results surpassed KPI’s.
93% higher impressions 90% higher landing page views 43% higher form submissions
Treatment Plan Compliance
Membership benefits the clients you really want.
Grow Revenue
Recurring revenue. Simplified upsells. Loyalty that works. Period.
Simplified Operations
Loyalty exclusively for your practice.
Pricing Urgency
Loyalty that works. Period.
Pain of Switching
We keep it simple. On purpose.
Digital
Shannon improved sales and marketing efforts by generating numerous digital assets to support brand and marketing efforts.
Emails
Shannon art directed the look and feel of emails for OPUL and designed a few herself. OPUL relied heavily on emails to introduce new features, highlight benefits, and nurture conversions. Shannon joined journey map sessions with marketing to improve and create new flows for existing and new campaigns.
49-56% open 3-4.5% click-through rates 100+ demos scheduled
Presentation Decks
Shannon designed several OPUL presentation decks throughout her time at OPUL. The decks were used primarily by sales teams for pitches, marketing, and stakeholders.
Photography
Shannon art directed and produced OPUL’s first brand photoshoot. She worked directly with talent agencies, secured talent, set styling, created shot lists, and helped with "day of" logistics. Shannon was also the primary photographer on several photoshoots where the budget was tight and the turnaround time was quicker. Photography included a combination of architecture, aerial, lifestyle, and portraiture.
