BRAND GIFTAGRAM
A new chapter for a premium ecommerce gifting service.
Services
Brand Audit, Brand Design Refresh, Lifecycle Email Design, Team Development and Growth
Role
Creative Strategy Consultant and Designer
When
Q3 — Q4 2021
PROJECT OVERVIEW
Giftagram, a pioneer in thoughtful gifting since 2014, transitioned in 2022 from a direct-to-consumer app to a premium digital marketplace for high-end corporate gifting and employee recognition. In collaboration with Mab, Giftagram refined its brand aesthetic and optimized lifecycle emails, resulting in a 260% YoY increase in conversions and $2M in revenue in just two quarters (Q3+Q4 2021).
CHALLENGE
As Giftagram shifted to focus on corporate clients, it faced the challenge of evolving its brand identity and user experience. The brand needed to convey authority, sophistication, and trustworthiness, all while maintaining its approachable and customer-centric ethos.
AUDIENCE INSIGHT
Research revealed that Giftagram’s corporate clientele valued quality, brand trust, and seamless experiences. To appeal to this audience, the brand had to shift from a tech-focused aesthetic to a more polished, premium design that spoke to high-end gifting and corporate recognition needs.
STRATEGY
Mab led the comprehensive creative strategy to reposition Giftagram as a premium gifting authority. This involved refining the visual identity, enhancing email communications, and establishing cohesive design standards to better resonate with Giftagram’s corporate audience.
PROJECT EXECUTION
Mab was brought in as a consultant to lead the creative strategy for Giftagram’s brand evolution. Through a thorough brand audit, key gaps were identified—particularly the overly tech-forward identity that did not align with the sophisticated corporate market. Mab directed and implemented key design refinements for the company’s brand across key touchpoints.
Brand Audit
Mab conducted a thorough audit of Giftagram’s brand presence across all marketing and product touchpoints. This audit evaluated the consistency and impact of Giftagram’s visual identity and messaging, uncovering opportunities to align the brand with its new strategic direction and corporate audience. The audit revealed that Giftagram’s previous identity leaned too heavily on a tech-forward aesthetic, which did not align with the premium, trust-driven image required for corporate gifting.
Brand Design Refresh
Following the audit, Mab spearheaded a comprehensive brand refresh to reposition Giftagram as a premium gifting authority. Key elements of this refresh included:
Color Palette Refinement: Developed a sophisticated color palette that enhanced Giftagram’s premium feel while complementing its existing hero color.
Typography Enhancement: Introduced Futura PT as the primary typeface, providing a modern and refined look across all brand materials.
New Illustration Style: Created a unique, engaging illustration style to support product storytelling, making messaging more relatable and visually compelling.
Product Photography: Enhanced product photography composition and styling, ensuring that visuals reflected the brand’s elevated aesthetic and premium positioning.
Lifecycle Email Design
To increase customer engagement and conversion rates, Mab optimized the CRM lifecycle for both B2C and B2B audiences. This included refining transactional and marketing emails, resulting in improved engagement and conversion rates, aligning with Giftagram’s premium customer experience goals.
Team Growth and Brand Refresh Roll-out
Mab created art direction guides for marketing design and photography, helping in-house teams align their work with the refreshed brand standards. She also assisted in the vetting and sourcing top-tier talent, including copywriters and illustrators, to execute the brand refresh with excellence.
COLLABORATOR CREDITS
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Creative Direction, Copy & Design: Meredith Ann Brooks; Illustration: Presley Mills; Copywriting: Mark Lund.
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Marketing: Mitch Gilroy; Photography: Courtney Vokey.