Ongoing in-house, hands on support
Ring started as a client in my last role as Executive Creative Director at Five by Five which later turned into an ongoing creative leadership role, with a hands-on approach. Below is a top line summary of my work plan.
RING
Reducing Crime
in Neighborhoods
ROLE:
Creative Direction
Mentoring/Coaching
UX Design
UI Design
Art Direction
Writing
Brand
Brand Ecosystem Audit and Ownership of Channels of Communication
Product
Lead on eCom, Digital Media and Launch Campaigns.
Team
Staffing Plan, Workflow, Process and Hands-on Design Production
BRAND AUDIT
Uncovered 186 different implementations of brand: visually, messaging, packaging, product, UX, UI.
"When you're going so fast, you can't stop and think about a 'brand'."
"It's good enough, just get it out the door."
"We don't have a large world-class marketing team yet, so we need brand police."
OLD POSITIONING
Ring's mission is to reduce crime in neighborhoods and empower consumers by creating a Ring of Security around homes and communities with its suite of smart home security products: Ring Video Doorbell, Ring Video Doorbell Pro, Ring Stick Up Cam and the new Ring Floodlight Cam.
With these security devices, Ring has created the neighborhood watch for the digital age and continues to keep homes around the world safe.
With Ring, you're always home.
STEP ONE
Update Brand Positioning
Ring is a product innovation company who wants to reduce crime and make neighborhoods safer by bringing easy to use, affordable, effective security to everyone.
STEP TWO
Create Consistency with a Scalable Atomic Design System
Flexible Grid for all Design Applications
Simplified Identity Guidelines
Simplified Typescale Across Products and Devices
Simplified Color Palette
Clarity and Consistency in Iconography
Simple Interactions, Unified UI
Consistent Product Photography
STEP THREE
Implement a Creative Process and Workflow.
Environment included Sketch, Zeplin, Abstract, PaintCode, Adobe, Axure, Principle, Marvel and InVision.
STEP FOUR
Launch Products into the Marketplace
Ring Neighbors App
Identity and Iconography of Ring + Amazon Acquisition Comms
Social Ads that helped neighbors understand how to use Ring Products.
Marketing, Creative & Design Support
(Spotlight Cam Content posted across digital ads and social feeds)