Drift Brand Creative & Messaging

Brand awareness campaigns, messaging and brand creative work. As Director of Brand Marketing and Creative at Drift, I was responsible for the Drift brand and messaging. I led Creative (design, video, copy), Events/Brand Experience, and Content & Social.

Role: Brand messaging and positioning, creative direction of copy, design, and video.

Year in Review Video

Animated video overview of brand creative work done by the Drift in-house team in 2022.

Script and copy by Andrea Carrillo and Diane Garcia. Design by Michelle Balaban and Sarah Porter. Video production by Jeff Fernandes. Animation by Dan Meyers.

Drift Brand Narrative

In order to better align our brand messaging to the product vision, I led a cross-functional project to refresh our brand messaging. This included taking the Drift story, our value and the problems we solve into a narrative. The result is a brand narrative in long-form, and the slide version seen below.

Messaging framework and copy by Andrea Carrillo and Elizabeth Hilfrank. Design by Andrea Carrillo.

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Ad Creative

Selection of digital ads created for brand campaigns.

Design by Alex Willis and Michelle Balaban. Copy by Diane Garcia and Nik Skogsberg.

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Conversation Coasters

Printed coasters with conversation starters. Used as a direct mail ABM campaign, and at our booth for sponsored events.

Design Michelle Balaban.

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Drift Product Visual Language