Picsart – Brand & Advertising
Role: Creative and Design Direction
Picsart is a creative platform that provides creators with infinite ways to advance their passions and professions through powerful AI tools and limitless content.
For the last 2 years, I’ve led Picsart's team of in-house multidisciplinary designers, writers, animators and project managers. Our world-class team is located across the globe from SanFran to Japan.
Our focus is to inspire, educate, and champion the creative potential of our product for all users, no matter where they are in their creator journey.
Rebrand Refresh.
Picsart rebranded in 2020, and the result was an expressive, rebellious and bold brand that stood out in a crowded photo and video editing market. One year after rollout, we stepped back to refine our design system. Reflecting on what was working and what wasn’t.
Design system
I led the update of the design system, where we introduced extra type weights, colours and gradients, along with some new rules on how to use UI and typography, simplifying the system. I also transitioned the team from primarily using Creative Suite to Figma. This allowed us to build out component libraries to maintain consistency across marketing and product.
We updated our photography guidelines to be more inclusive and ended up with a more flexible graphic language that could talk to both consumers and prosumers.
Advertising.
From avid selfie-takers and design hobbyists to small business owners and entrepreneurs. Picsart wants them all, so here’s a collection of ads my team have created across multiple channels that have brought creators to the platform in their millions!
More is more.
Picsart democratized design and gave more people than ever before the ability to create–create for fun, as self-expression, for school or work. And now, with over 1 billion downloads and more AI-powered tools being added our platform is enabling more people than ever before to do more with their creativity...a lot more.
Professional level creation.
Picsart is enabling the world to design however they want, whenever they want, in order to create whatever they want. This spot tells the story of how a self-taught designer used Picsart to break the rules and become a designer.
Next level.
Engaged Creators are those who use Picsart to express their passions. They use Picsart as a tool to take their self-expression to the next level. This spot was produced by our in-house Japan team.
Picsart Spaces.
For the launch of Picsart’s new community, Spaces, we built out a sub-brand, visual language and campaign to announce it to the world.
Picsart empowered the creator in everyone by giving the world the ability to create anything they could think of. Literally, anything. Flying unicorn crabs shooting rainbows, aliens big wave surfing in the clouds, dogs as humans and humans as anything but. Some might say we gave them too much power. We say, na.
Instead, we’re doubling down on empowering our creators to go even further with their edits. To find others who also use AI to solely generate steam punk meets hello pony. To not just create but have a place to share and collaborate. To learn from remixes and replays.
A space to be their most creative selves and find those who celebrate them for that. A space where every culture and subculture has a place.
Welcome to Picsart Spaces...Misfits, fit here.
To promote Spaces, we activated multiple external & internal marketing touchpoints. The product promised a relevant creative space for creators who couldn’t find their niche communities on traditional social media platforms.
The campaign led to a 139% increase in Spaces browse screen visitors, and during the campaign window, there was an increase of 69% in posts being created on Spaces.
139% increase in visitors
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69% increase in posts
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139% increase in visitors * 69% increase in posts *
Word about Spaces was picked up by the media as the campaign rolled out and was featured in PetaPixel and TechCrunch.
Paid Social (AKA Creative Engine).
Expression and creativity are at the foundation of Picsart. Giving its community the tools to create and craft anything and giving creators the ability to design with immediacy and relevance. The ability to define creative culture.
For our Paid Social campaigns, we developed a process of rapid ideation, development and execution of assets based on cultural insights, learnings and instinct. The result has been a steady flow of 50+ creatives per month. Here’s a collection.