This is a case study ✦ Look's pretty, doesn't it? ✦ Some work went into this ✦ Just a girl, a Macbook, & a dream ✦ Wow, you’re reading this? That’s cool of you ✦
This is a case study ✦ Look's pretty, doesn't it? ✦ Some work went into this ✦ Good times ✦ Just a girl, a Macbook, & a dream ✦ Wow, you’re reading this? That’s cool of you ✦
{ Research }
What’s ParadeSmart? Exactly.
ParadeSmart was founded in 2013. When I joined the company in 2021, my assignment was website copy editing. As years progressed, I knew the brand wasn’t keeping pace with the product’s value.
I defined the product as: An all-in-one digital product to elevate parade of homes events. A modern, welcoming, and professional brand. The product must imply a technological quality as well as connect with HBAs AND home buyers alike.
Speaking the HBA Language
I got to know the clients for years. How do I sell to them, sell to their boss, please their sponsors, and - most importantly - build trust with the end user? If I can make the visitor’s life easier, I increase the HBA’s value, exposure, and revenue.
Modern tech vs that “welcome home” feeling. We are selling an easier, more connected experience for their patrons and we are helping to welcome them. No small task.
{ Iteration }
Brand Guide
Out with the (decade) old, in with the new
Logo
Color palette
Typography
Photography
Mockups
Iconography
Graphics
Voice
Website
Email Templates
{ Breakthroughs }
Challenges & Breakthroughs
With a new company initiative in marketing materials and a limited budget, I knew that designing on-brand graphics would need streamlining.
I developed an intuitive Graphic Design Library in Canva, including:
Categorized stock photo samples
Shape asset library and layout samples
Drop-in mockups and app screenshots to mix and match
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{ Credits }
Grateful to everyone involved.
I believe in the power of a strategic rebrand. Visuals, UX (app redesign case study coming soon), marketing, and basic user empathy drove measurable growth that we could take pride in.