Art direction and design for Moveworks' inaugural account-based marketing campaign.
The Demand Generation team at Moveworks launched its first-ever account-based marketing (ABM) campaign in 2022. The goal of ABM campaigns is to target high-value accounts by producing industry-specific content. I worked with the Demand Generation team to create paid ads aimed at the food, healthcare, life science, shipping, and high tech industries.
Life Science Ads
Moveworks develops an AI-powered copilot that helps employees in large enterprises resolve workplace requests instantly via a chat interface.
For the campaign identity, I wanted to convey how the Moveworks platform is accessible to its users, no matter the time or place.
Below are the two initial design directions I presented to the Demand Generation team. The option on the left incorporates arrows an important shape for the Moveworks brand. The option on the right features an atmospheric overlay that had been used in a previous 360º awareness campaign.
My Creative Director and I agreed that it would be beneficial to marry elements of the two directions (the arrows and the atmosphic overlay) and to better integrate the text into the image.