The Salesforce ABM Creative Team was tapped to help create assets for an awareness campaign. We assisted with the design and copy for a white paper and supporting awareness campaign tactics, including paid ads, email nurture, and direct mail activation. Our audience was c-suite level, so our selected direction was clean and modern.

Art Director: Ashleigh Lay
Copywriter: Kelly Smith
Design Support: Ben Warner

The Google and Amazon account teams at Salesforce held separate in-person summit events – a day where collegues get to share their inspiring Salesforce stories. The ABM Creative Team was tasked to build a creative suite for both events simultaneously. We created registration pages, swag kits, emails, and on-site signage. The Google event was on Best Friends Day, so our theme coincided with that. The Amazon Day theme was about happy, reunions.

Art Director: Ashleigh Lay
Designer: Crystal Zimmerman, Ben Warner
Copywriter: Bradie Gray

The objective of this ongoing quarterly project is to deliver highly targeted personalized digital ads to nearly 150+ Salesforce customer accounts. Due to my prior digital media/marketing experience, I am able to keep the team aligned on our content strategy goals and direct creative agency’s execution on those goals.

Creating 150+ personalized ads is not an easy feat. We focus on industry-based content in order to make efficient use of our time and budget.

Art Director: Ashleigh Lay
Designer: Crystal Zimmerman
Creative Agency: Pixel Dreams

Salesforce ABM marketers were looking for a quick, grab-n-go landing page template to create content hubs for their customer accounts. I designed and oversaw front-end dev of the Folloze template that can be used as is or edited by a creative team. The template required extensive development to match Salesforce brand/web guidelines. To this day, I work with internal and/or external creative teams across international regions to provide art direction and approvals for the customizable self-service content hubs.

TEAM
Art Director: Ashleigh Lay
Designer: Crystal Zimmerman
Web Experience Manager: Amanda Hunter
Project Manager: Jaydra Porterfield

PROGRAMS
Figma, Illustrator and Folloze

I have worked hand-in-hand with the Salesforce Splash team to lead the creation and execution of over 15 ABM Splash themes in FY23, which includes Event in a Box and specialty event templates. We’ve developed a standardized approach for our ABM Splash Themes that allow our team to efficiently produce custom themes.

Art Director: Ashleigh Lay
Designer: Crystal Zimmerman

This client needed a complete website overhaul. I was the art director on this project. We worked with a local photographer to take pictures of the site and activities within the facilities. I designed and built all pages within a WordPress template. Using more contemporary font choices, an updated color palette, and clean photography, we were able to bring their 1990’s HTML site into this century.

I’m disappointed that I don’t have before screenshots to show how much of a difference this was.

This client needed help spreading the word about summer youth programs. As the art director on this project, I designed a digital toolkit that contained templated messages, hallway posters, a PowerPoint template, and monitor screen graphics for school admin and teachers to easily share information about Indy Summer Youth Programs.

One of my hidden talents is knowing dimensions for digital ad sizes off the top of my head. I’ve created hundreds – maybe even thousands – of digital ads in my career. From Facebook to Google Display ads and everything in between. And depending on the campaign and client, I’ll even write headlines and post copy from time to time.

This campaign ran in the summer of 2020.

This HVAC client needed a new marketing campaign for the summer season. I designed, art directed, and wrote copy for this campaign. Their goal was to get conversions on their landing page. We created direct mail pieces. digital display ads, emails, and landing pages

This was a conceptual assignment created for a pro-bono client. The client was seeking a way to spread awareness of the potentially harmful effects of viral deepfake videos. Given the nature of viral videos online, we proposed and created a social media campaign concept with a landing page to contain education resources.

In early 2019, Borshoff had a credit union client that need new members. Our goal was to get our audience to understand how similar credit unions are to banks, and also get them to enroll in a new account with the client. Our target audience skewed toward millennials, so we wanted to create eye-catching ads with quirky headlines to draw attention. Our campaign consisted of both traditional and digital advertising efforts.

In early 2019 after some extensive research and planning, I launched an Instagram Takeover initiative for AIGA Indy.

There are many pieces that go into an Instagram Takeover. From promoting to applying to guidance and promoting again – I planned for it all. I was Communications Director at the time. I designed promotion graphic templates for the Comms Chairs to easily use. I set up an informative webpage with a submission form. I wrote ‘canned’ email responses and reminders. I designed and wrote a takeover guide for willing participants. And I even set up a process for password changes on the day-of. I managed the first few takeovers to iron out any kinks, then handed it all over to the social media chairs to carry out on their own.

At Valve+Meter I was tasked with designing a report – based on research developed by our internal programming team. This 20+ page report was used for a digital marketing campaign and was also printed and delivered to clients.

For over 5 years, I created social content for the Children's Museum of Indianapolis. Not only did I create content for museum exhibits with strict I.P. guidelines, but I also created and managed the visual style of certain graphic series (like Saturday Science) and infographics for the Children's Museum social channels. I still see some of my content being used today.

Responsibilities include: art direction, illustration, graphic design, animation, and copywriting

Sometimes you have to create something for yourself and no one else.

For International Women’s Day 2020, we worked on a series of videos for our owned media channels. As the art director, I worked with the account manager, copywriter, and video producer to execute these pieces. We shot the footage in a couple of days and had limited resources due to heavy client workloads. But we got them out in time!