Spreading the word about Swing Care
Swing Care is a groundbreaking specialty care practice offering comprehensive, personalized care for fibromyalgia.
Swing Therapeutics is an early-stage startup based in San Francisco. As part of the product team, I played a key role in shaping the evolution of the company’s brands and enhancing user experiences across digital and physical channels and various touchpoints. In this case, I collaborated with a cross-functional team to bring the Swing Care brand to life.
My role
I was responsible for designing the brand and marketing collateral, including social media post templates, paid ads, marketing and transactional email templates, business cards, rack cards, and event materials.
Skills
Branding, Visual Design, Design Thinking, Presentation, Communication, Problem-Solving, Project Management, Digital and Print Production
Tools
Google Workspace, Pen & Paper, FigJam, Adobe (Illustrator, Indesign, Photoshop, Acrobat), Pantone Color Guide, Asana, Slack, & Zoom
Team
Senior Product Designer, Maggie Avila; Senior Product Manager, Abbha Morey; Head of Product, Nelson Mitchell; Marketing Director, Nicole Villeneuve; Lead Software Engineer, Rajeve Gade
Final mockups designs above
Social media banners and post templates
OVERVIEW
Setting
Following the launch of Swing Care, our goal was to raise awareness of the clinic's services and approach among potential patients.
A key element of our marketing strategy involved establishing and managing social media accounts.
To keep things moving, the Marketing Director created the first version of these accounts, which included the banners and posts design.
Challenge
I was tasked with updating the look and feel of the social media accounts to better align with the brand's visual identity.
This meant redesigning the banners and creating post templates for different types of content.
One of the requests in the brief was to make sure the templates were easy for everyone to use, even if they weren’t designers, so they could create great content without a hitch.
Approach
I started by first updating the banners and then moved on to designing the post templates.
To make things quicker and easier for the marketing team, I decided to use Canva for the final designs.
I also put together a style guide for creating future templates and held a workshop to show the team how to use the new templates effectively.
MY PROCESS
Going Over the Brief
I got started by thoroughly reviewing the brief, asking clarifying questions, and aligning on the timeline. Once I had a solid understanding, I arranged a kickoff meeting to officially begin the project.
Desktop Research
I researched and reviewed the social media accounts of both competitors and non-competitors to see how they addressed similar challenges.
Creating an Inspiration Board
On a FigJam board, I gathered examples of social media accounts that effectively addressed the problem in creative ways and then analyzed them.
Banners
Confirming specifications
I confirmed the specifications for creating the banners for the different types of accounts: Facebook, LinkedIn, Zoom, Mailchimp, and YouTube.
Exploring solutions
I explored a few different design directions and narrowed down the selection to a couple of options.
Presenting and aligning on a direction
Using the brief as a guideline, I prepared the presentation and shared the designs with the team. After aligning on a direction, I prepared the final designs and handed off the files.
PRESENTING 2 OPTIONS
ALIGING ON A SOLUTION ( maybe use actual screen shots of social media accounts
Post templates
Exploring solutions
I started by exploring black-and-white designs with different type of content. I thens elected options that worked best and started adding color.
Presenting and iterating
Once I arrived to a good spot, I prepared the presentation, shared the designs with the team, and iterated based on their feedback.
Aligning on a design direction
After a few rounds of deign and iteration, we aligned on a solution that addressed the goals stated in the brief.
break r2 into 4 /5 graphics
R3 explorations 1 break into slides
R3 explorations 2
r3 presentation
Creating the final designs
I built the final designs in Figma, which was the software I was using to explore solutions and also what I was most comfortable using.
Building the style guide
I created a basic style guide to use as a reference, in case the Canvas templates were distorted, and for designing post for new types of content.
Creating the post templates in Canvas
I have never used Canvas before, but learning was pretty easy. I created various versions for each template and organized them so they would be easy to find and use.
Leading the How to workshop
I prepared and led a quick workshop where I walked folks through the style guide and show them how to find and use the social media post templates on Canvas.
FINAL DESIGNS
IMPACT
We grew our social media account from x number of members to xxx number of members.
We built a coherent brand helping SC build trust with a skeptical audience.
We streamlined the post design process by having templates that were diverse and easy to use
Social media paid ads
OVERVIEW
As part of Swing Care's marketing efforts, we needed to create ads for platforms like Facebook, Google, and others. The Marketing Director wanted to streamline the process by developing templates that we could reuse every quarter.
My task was to design the templates and create a fresh set of ads each quarter. The key was to make sure the templates worked well across various social media platforms. A specific challenge was dealing with the limited space available. This restriction meant we had to be creative with copy while ensuring the design remained legible and impactful.
I started by exploring different solutions for the ad templates ultimately aligning on a couple of directions that seemed promising. I then created the first set of ads which I handed -off to the Marketing Director. In the following quarters, we iterated based on how well each concept performed and the learnings from A/B testing.
MY PROCESS
Reviewing the brief
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Exploring Solutions
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Presenting and revising
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Aligning on a solution
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Final Designs
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Iterating based on learnings
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FINAL DESIGNS
Marketing email templates
OVERVIEW
Setting
Our Marketing Director had initially created a set of marketing emails for temporary use. We needed to redesign these emails to be more user-friendly and better aligned with our brand.
Challenge
My role was to design a template that aligned with the brand’s look and feel while ensuring readability and compatibility across various devices.
Approach
I explored Mailchimp’s features and limitations to identify the best solution for our needs. We opted to use Mailchimp’s WYSIWYG tool, which allowed the Marketing Director to easily create emails as needed. I designed a single template that served as the foundation for the entire email set
PROCESS
Event materials
OVERVIEW
Setting
We found that some of our audience were confused by the relationship between STx, the parent company, and Swing Care, our telehealth clinic. With several medical conventions approaching, we needed to decide how to present our brands effectively.
Challenge
My task was to resolve the brand confusion and design a booth that presented our brands in a clear and professional way.
Approach
I started by researching various brand hierarchies and exploring different ways to organize our brands. For the upcoming medical conferences, I developed a short-term solution. This involved repurposing event materials from our partner company and designing new business cards and a tablecloth for Swing Care.
PROCESS