about my work for delos
At Delos, I created digital and print marketing deliverables for the fast-paced NYC-based health & wellness startup—from concept, to planning, production, and completion. As a part of a small but mighty team, I managed the visuals for a high-level brand build out, including logo design, building image libraries, icon design, photoshoot direction, and custom illustrations for Delos and it’s sub-brands. Through conversion/migration of legacy websites to responsive sites, I achieved 200% faster page load times (from 6s to 2s), improving conversion rates by 45%, and significantly increasing ad CTR. Press coverage available here.
APR 2018–DEC 2019
presentation
social media
digital & print marketing
trade show & events
UI/UX (app & web)
branding
The Darwin interface on a phone; I was responsible for making User Interface adjustments to the app and communicating changes to developers
I pushed for successful, dynamic, eye-catching animations in social channels like Instagram and LinkedIn
I created a suite of items to use for events, including pulldown banners, booklets, business cards, and sample proposals
Takeaway marketing materials included a folder, bi-fold brochure, business cards, and a saddle stitch booklet
I modified and refined existing marketing collateral to create this 16 page saddle stitch booklet
Working with the research department, I designed thoughtful layouts of white-pages, research papers, and one-sheeters
branding:
redesign & case study
Commercialize the brand
At its inception, Delos remained mostly in the B2B space, working with property developers and hotels to enhance light, air, and water quality in the built environment. However, new direct to consumer channels were opening, and Delos’ brand and tone had not adapted to a consumer-facing identity.
Delos as a holding company
Visually independent sub-brands (Stay Well, WellKit, DARWIN, DARWIN Premier) were consuming marketing resources and diluting the brand in the market. In packaging, branding collateral, and microsites, these products and services were the main focus, with Delos’ visual presence nowhere to be found. This strategy might work for a huge, resource-heavy company like Unilever, but for a smaller startup like Delos, it was cannibalizing valuable resources.
With Stay Well products now featured in Massage Envy and Bed Bath and Beyond, it was critical to form a recognizable consumer brand. Guests at hotels such as MGM Grand, the Mirage, and various Marriott properties could recall Stay Well as a brand, but could not identify Delos as the main engine behind the suite of healthy products and services; this was hemorrhaging valuable brand recognition for Delos.
Humanize our brand
Delos’ B2B identity lacked warmth and a consumer connection; the business-blue evoked board meetings, the letterforms were rigid, and the stock photo imagery was too tired and overused for consumer products. I prescribed an approach that included a refreshed consumer-friendly color palette, softened letterforms, and a catalog of authentic stock photos mixed with original photography.
Develop a consistent brand identity
All products and services by Delos needed a uniform look and feel. To accomplish this, we needed to unify not just the logo, but the typography, photography, colors, and marketing tone. Instead of products and solutions being treated as sub-brands, they would exist secondary to Delos’ visual presence.
trade show & event design
The Darwin home system, a home automation with technology which controls and monitors the air, water, and light quality
Infused water “bartenders” sported branded tees with key marketing phrases; water bottles were also branded with the Darwin logo
Signage from Darwin's launch in Melbourne, AU
Signage featured a “did you know” fact, paired with darwin’s solution; this card highlighted the responsive air purification
I designed booth layouts and coordinated with trade show vendors to complete the deliverables
Delos’ booth at CEDIA 2019, a trade show for home technology professionals. I created the booth design, brochures, pulldown banners, a slideshow, and takeaway cards.