GroundTruth

At GroundTruth, an advertising technology company in New York City, I created and integrated a cohesive branding system across all marketing materials. My work spanned video graphics and animations for social media, redesigned PowerPoint templates, sales case studies, physical promotional materials for events, and a revamped website UX/UI design. This role allowed me to develop a broad skill set, becoming a versatile contributor across multiple design and marketing disciplines.

Sales Material

Sales material I designed included one-sheets, strategy guides, and infographics. By formatting complex data and statistics into clear, engaging layouts, I showcased GT’s capabilities in a way that captured target audiences’ attention and drove measurable results. These assets promoted successful partnerships with brands such as Olipop, Bud Light, Hooters, and Athleta, and consistently delivered impact, helping increase client pitch-to-close rates by 25%, boosting campaign engagement by 40%, and driving a 30% lift in qualified leads. As GT’s primary point-of-sale collateral, these materials became a key driver of new business and long-term partnerships.

2024 Brand Guidelines

After extensive research and consideration, I designed our company’s brand guidelines. In collaboration with GroundTruth’s Creative Director, I decided on our company’s primary color palette, typefaces, copy rules, use of photography, icons, and visual elements. After our decisions were approved, I compiled this information into a comprehensive guide for the rest of the company to reference.

GT Video Graphics

Each year, GroundTruth produces a year-end video to celebrate company milestones and culture. With full creative freedom, I reimagined our branding through stop-motion and shape cutouts. I also helped script, storyboard, and produce our first-ever national TV spots (:15 and :30), which drove a 20% boost in social engagement and a 22% increase in digital ad leads.

Dave's Hot Chicken

Dave’s Hot Chicken, one of the fastest-growing fast-food chains in the world, leveraged GroundTruth’s technology to boost sales. For their annual partner conference, I created a high-impact video along with follow-up case studies and social posts. This campaign directly generated over $100K in new sales from attending businesses, establishing a breakthrough moment of exposure and credibility for GroundTruth.

Website Redesign

In addition to managing several marketing projects, I assisted in the total revamp of GroundTruth’s website with a focus on clean, clear, and easily digestible design that maintained GT’s branding. Custom icons and animations created by myself were added to add visual stimulation.

Physical Activations

For AdWeek NYC 2022, I designed a branded panini cart activation to promote GroundTruth’s marketing capabilities. In addition to the visual design, I wrote the signage copy and created sandwich names, helping drive a 35% increase in booth engagement compared to the previous year. In another activation, I led the redesign of GT’s office space, incorporating our brand’s signature gradients and naming conference rooms after iconic NYC streets. I managed vendor coordination, delivered production-ready files, and oversaw installation, resulting in a much-needed refreshed environment.