In preparation for Waters overall rebrand my team and I wanted to begin simplifying our digital assets to ensure a smooth transition to a more modern look and feel. Before this undertaking the Waters branding felt scattered, disorienting, and disconnected. I was tasked with remodeling our social templates to fit the cleaner, flat look and feel that would help customers and other viewers get adjusted before we overhauled the brand from the bottom up.
Below are examples of where Waters social media was before I got my hands on it. Although we were working from a template, the imagery used and the compositions developed started to unwind and our overall visual catalog began to get out of control.
I started by building the new templates in Adobe Express. This allowed for me to centralize all of our templates in one place so the team could have easy access to the variety of sizes/strategies available. This also opened the door down the line to publishing locked templates that allowed for other partners in the business (marketing, sales, comms, etc.) to create their own posts while staying within brand.
Below are examples of our new social media visual strategy that I developed.
