Brief: Develop a conceptual creative direction to support the launch of new AI capabilities and workforce engagement tools within the Zendesk product suite, bringing them to life through product imagery, photography and design across Zendesk.com and international marketing campaigns.
Solution: Working closely with narrative and design leads, I and others developed thematic, human-centered stories across each new feature set to launch, building out unique stories with relevant use cases that tied back directly to our target industries and customers. Sharpening our approach through sketches, leveraging unique visual motifs, and auditing our approach to wardrobe and set design, I worked closely with our creative director, illustrator and motion storytelling lead to build out a cohesive shot list for both static and live-action imagery.
My role: Art Director, Senior Brand Designer, Production Lead
While it was important to showcase these new capabilities within product imagery, we were inspired to show what it looks and feels like to be part of a fully empowered and enabled CX team. Themes of coordination, productivity and optimization emerged along the way. Recurring visual motifs, including agent headsets, devices, and paper airplanes meant to represent customer tickets, helped to ground the imagery with recognizable branded elements that tied the imagery back to the house brand.
Sketches from our shot list for this spring product launch shoot, by Olenka Malarecka, Mary Vertulfo, and myself.
This branded imagery was used to promote the product launch across digital and social channels, including our digital broadcast of Relate 2024. View the product pages in full below:
Workforce Engagement Suite
Workforce Management
Quality Assurance
Zendesk AI Agents
Credits:
Executive Creative Director: Betsy Field
Creative Director: Victor Duran
Associate Creative Director: Tim Lampe
Senior Brand Designer: Rachel Frankel
Lead, Design for Motion: Mary Vertulfo
Systems & Blockframe Design: Hubert Guy
Lead Illustrator: Olenka Malarecka
Senior Creative Producer: Caty Chung
Digital Team: Kristina Alford, Silvana Yaneva, Adam Chung, Faustine Gheno
Lead Copywriter: Raven Wright
Senior Copywriter: Julia Oller
On the partner side...
Photographer: Ren Adkins
Lighting Tech: Noah Clement
Photo Assistants: Jon Feathers, Emilee Ramsier, Cameron Hart
Digital Tech: Dean Turpin
Gaffer: Jason Wu
Grip: Madison Toft
Line Producer: Kyle Smith-Adams
Production Assistants: Diamond Freeman, Andrew Ferrer
Set Designer: Risha Carnes
Props & Set Build: Dustin Senovic, Jason Ware, Jaslyn Thomoson
Wardrobe: Hannah Johnson
Wardrobe Assistant: Emily Eidecker
HMU: Kevin Thomas Freiberg, Rae Mitchell, Juliana Thomas
Studio: Terminus
