CLIENT
Økonomisk Ugebrev
THE QUICK TAKE
I helped Økonomisk Ugebrev spearhead the visual direction and marketing campaigns for several product brands—leading to an increase in brand engagements and event participants by 80%.
MY ROLE
Graphic Design
Brand Identity
Product Branding
Campaign Production
Event Management
CASE STORY
Økonomisk Ugebrev is a financial media publisher specialized in analyses of financial news, investment, life science, and corporate management.
With several online publications, each with their own audiences, Økonomisk Ugebrev wanted to grow the awareness of their products, as well as attract a bigger audience and more investors to their investment events.
In order for their products to scale properly, I sought to update their product brand guidelines and visual direction, which was greatly in need of being brought up to speed alongside the company growing portfolio of products.
Project Goals
Plan and launch digital campaigns to grow brand awareness and sales
Optimize brand guidelines and produce new assets and marketing materials
Promote and manage all aspects of events
Assist in product rebranding and launches
Project Role
OUTLINE
In order to ensure all products and marketing campaigns were visually updated, I was responsible for designing new concepts, assets, and templates—anything that would help grow the sales and awareness for Økonomisk Ugebrev’s products, as well as improve the customer journey by conducting surveys and interviews.
I was also involved in designing concepts and materials for product development and launches, establishing new brand guidelines, and was in charge of promoting their investment events.
Event Management
BRINGING EVENTS INTO THE LIMELIGHT
A stable part of Økonomisk Ugebrev’s efforts to promote their products, is through hosting quarterly investment events, where speakers from different companies have the opportunity to present their case and attract new investors. These companies are often featured in ØU’s magazines, and incentivizes new event participants to subscribe to ØU’s products for an in-depth, analytical overview.
I was responsible for managing the visual and marketing aspects of all events—attracting participants through marketing campaigns and developing event collaterals to create an engaging networking and event experience.
In order to do so, I created landing pages and launched online campaigns, which included emails, social media, content creation, animated banners on websites, and paid ads—to promote upcoming events and attract readers to participate.
To create an engaging event experience, I designed a variety of printed materials, such as brochures and flyers, which—beyond providing attendees with an overview of the event and companies—also served as a medium to promote new products. To complement the event space, I created several roll-ups to advertise Økonomisk Ugebrev’s products and other upcoming events.
PROMOTING NEW PRODUCTS
As part of the launch campaign for "Trader'—a new subscription service, where you receive stock exchange tips through SMS or email, I created animated banners for ØU’s website to generate awareness with it’s low starting price, and to direct readers to Trader’s website to learn more about the product.
I was also involved in the logo design for Trader, and helped design the “rocket” icon in the logo.
Key Takeaways
WORKING WITH DIFFERENT PRODUCT BRANDS FOR DIFFERENT AUDIENCES
With Økonomisk Ugebrev’s diverse and constantly growing portfolio of product brands, it was a challenge to build marketing campaigns and navigate through different brand guidelines—some of which were greatly in need of being updated.
Therefore, I took responsibility for designing new templates, establishing design best practices, and shaping the art direction to help communicate more concise and aligned visual identities through ØU’s customer touch-points.
TAKING EVENTS TO A NEW LEVEL
By injecting a renewed effort into revitalizing ØU’s events, my efforts in growing their visual identities and communications helped bring a much higher engagement rate through email and social media channels, and grew the number of event participants by 80%.
The events were very well-received by speakers and attendees through surveys, and enabled Økonomisk Ugebrev to start hosting more profitable events, like their Tax Governance Conference.
LEARNINGS
With the opportunity to work with a series of product brands and help them grow from a marketing and design perspective, I learned a lot about optimizing and creating new brand guidelines, as well as how to help brands redefine and rebrand themselves.
From marketing to graphic design, I got to work with many different areas at Økonomisk Ugebrev, including content creation, user research, and product concepts, and it taught me how to apply a multidisciplinary approach to my work, and ensure brand touch-points are aligned to communicate a unified brand identity.
Credits:
Økonomisk Ugebrev
Adobe Stock
Unsplash
Design tools:
InDesign, Photoshop, Illustrator, Premiere Pro, Animate