Grammarly project

By Maya P. Lim, applicant for Lead Marketing Designer

PART 1: Instagram post. Two concepts shown (for A/B testing).
Purpose: Brand exposure (primary aim), boost sales of premium plans (secondary aim)

CONCEPT A: SHAKESPEAREAN LOVE NOTE
​Most of us remember when Valentine's Day was simple and fun—back in the third grade, maybe. I wanted to tap that nostalgia by hinting at the children's game of Mad-Libs. Even for those who don't get the Mad-Libs reference, the post conveys a sweet, unmistakable message of adoring everything about someone (our users). Shakepearean lingo sets a romantic tone.

CONCEPT B: WRITE BETTER (more traditional concept)
I'd run A/B tests of the Shakespearean concept against a more traditional concept for Grammarly. I'd compare likes, comments (notice the post copy differs), and discount code usage (notice the codes differ).

DESIGN:
I made the XO pattern in Illustrator and the animations in After Effects (which I took to Photoshop, where I created the mockups and converted the videos to GIFs). I don't have the Circular typeface, so I used Avenir (apologies for deviating from the brand).

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PART 2: Email blast to current users. Two concepts shown (for A/B testing).
Purpose: Boost sales of premium plans

CONCEPT A: SHAKESPEAREAN LOVE NOTE
Like the Instagram post, this email has a user appreciation theme. I modified the first lines of a popular Shakespearean sonnet and retained the oversized heart.

CONCEPT B: WRITE BETTER (more traditional concept)
This version takes a humorous "pain" approach, and uses the Grammarly illustration style. When running A/B tests, I'd compare discount code usage (between emails and between social media/emails), and open/click-through rates. 

DESIGN:
I designed the emails in Sketch, drew the illustrations in Illustrator, and placed screenshots into Photoshop mockups.

I look forward to hearing your thoughts. Thanks for reviewing! —Maya