IKONICK

2020-2022

Ikonick is an industry leading art company centered around motivation and inspiration. They’re backed by the world largest printing company, and by entrepreneurs like Gary Vaynerchuk and Scooter Braun. They hold licenses for some of the most iconic properties in the world such as the NBA, Monopoly, Peanuts, Muhammad Ali, Michael Jordan, Popeye + more! They are in hundreds of thousand of homes + offices across the globe.

I joined the team to lead their design content strategy to the next level. During my time with Ikonick, I lead the creative design of their social channels, owned channels and physical products spanning from notebooks to candles.

  • Before my time at Ikonick, their social media presence only showcased their products. I joined the team to pivot this strategy to focus more on the consumer and less on the product.

    They needed a designer that could conceptualize, strategize and execute on design concepts across their digital and physical landscape.

  • I joined the team after strategizing a plan that prioritized the customer instead of the product.

    I was able to do this by positioning all of their digital media in a way that brought value to the customer.

    The plan I came up with allocated 50% of their posts to be product-related while the other 50% was value-driven.

    The value-driven posts took the form of motivational graphics, informative carousels, tips from experts, etc.

    • Average 3x performance of newsletters (Click-through rate + conversion rate)

    • Average 4x increase in social engagement by introducing value-driven graphics

    • Average 20x increase social post shares by introducing icon value graphics

    • Introduce and execute 3 new product mediums

VALUE-DRIVEN
SOCIAL CONTENT

Below are examples of the content I strategized and created to transition Ikonick’s social presence from product-driven to customer-driven. During my time at Ikonick they had 3 branches of their company; Ikonick Legacy, Ikonick Kids and Ikonick Women. Each branch had different micro goals, but my macro strategy stayed consistent: bring customers value. I did this through creating visualizations that explained business concepts, mindfulness strategies, tips from experts, etc. These value-driven posts saw up to 20x as much engagement as their product-driven posts were getting.

VALUE GRAPHICS

  • My content strategy started with value-driven graphics for Ikonick Legacy. My goal was to provide consumers value and create content that was inspiring and shareable. On average, these saw a 4x increase in engagement compared to Ikonick’s previous social content.

  • Ikonick Legacy

ICON VALUE GRAPHICS

  • I conceptualized and executed a segment on Ikonick’s social platforms called Icon Value Graphics. These shared the same intention as the original value graphics I created. However, these utilized the likeness and lessons from icons that we have official licenses for. On average, this series saw a 20x increase in social sharing when compared to Ikonick’s product-driven posts.

  • Ikonick Legacy

VALUE GRAPHICS

  • I created value-driven graphics for Ikonick’s second business branch - Ikonick Women. These shared the same intention as the Ikonick Legacy value graphics I created. However, these focused less on motivation and more on self-love, self-care, inner-reflection and mindfulness. On average, these saw a 3.5x increase in engagement compared to Ikonick Women’s previous social content.

  • Ikonick Women

VALUE GRAPHICS

  • I created value-driven graphics for Ikonick’s third business branch - Ikonick Kids. For this branch I chose to focus less on motivation and more on building a relationship between parent and child. My goal with these graphics was to give parents a way to stop scrolling and connect with their child in real life.

  • Ikonick Women

informative CAROUSELS

  • A large chunk of my social strategy for Ikonick Women was to act as a resource to women in business. Our core audience for this branch resonated with concepts like mindfulness, self-love, and inner-reflection. Every week I would release a carousel simplifying the struggles of these concepts in a way that was valuable, easily consumable and memorable. On average, these saw a 2x increase in engagement compared to Ikonick Women’s previous social content.

  • Ikonick Women

informative CAROUSELS

  • Every other week I would roll out a carousel that focused more on the entrepreneurial side of our audience. The intention of these posts was still to be a resource to women, but in a way that revolved around self-help, productivity and business. On average, these saw a 2x increase in engagement compared to Ikonick Women’s previous social content.

  • Ikonick Women

DIGITAL MARKETING

During my time at Ikonick I lead the creative design for their digital marketing channels like social media and newsletters. Newsletters that I fully designed myself saw on average a 3x increase in open rate and click-through rate. I did this through introducing newsletter concepts that didn’t solely focus on pushing products. One example of these concepts includes “Behind The Collection” newsletters that gave insight into the backstory behind our best-selling collections.

NOTEBOOKS

Due to the success of my value-driven social graphics, Ikonick decided to take those concepts and make them tangible. The first avenue we took to turn these concepts into physicals was through notebooks. The structure of the pages in each notebook was based on the cover design. For example: If the cover design referenced habits then all the inner pages were geared around habit building. I did this through creating habit trackers, tips for habit building, motivational quotes and sections for reflection. I created 9 unique cover designs and 9 unique inner notebook structures that expanded on the cover concept.

PHYSICAL PRODUCTS

Due to the success of my value-driven notebooks, Ikonick decided to find more avenues to turn those concepts into physical products. After the roll-out of notebooks, we executed similar concepts in the form of mugs, candles, and canvases. The goals with these products were the same as the goals we had for previous products: inspire customers and bring them value through new ways of thinking.

  • MUGS

  • CANDLES

  • CANVASES

  • MUGS

  • CANDLES

  • MUGS

  • CANDLES

  • MUGS

  • CANDLES