https://natashafoote.com Natasha Foote — Creative Direction & Design Sun, 03 Mar 2024 21:09:12 +0000 https://natashafoote.com en https://natashafoote.com/home Sat, 26 Nov 2022 23:44:22 +0000 Natasha Foote — Creative Direction & Design https://natashafoote.com/home https://natashafoote.com/info Fri, 02 Dec 2022 06:45:54 +0000 Natasha Foote — Creative Direction & Design https://natashafoote.com/info Natasha Foote is a Creative Director who has led teams of writers and designers and collaborated with diverse clients, including the University of California, Airbnb, Meta, Logitech, and Dropbox. Recognized by Brand New, Communication Arts, Creative Review, AIGA, and Fast Company, her work connects brand, video, and digital product design disciplines, driving engagement and enhancing user experiences. ︎ &nbsp;︎ ︎ https://natashafoote.com/case-studies-1 Sat, 17 Feb 2024 02:20:46 +0000 Natasha Foote — Creative Direction & Design https://natashafoote.com/case-studies-1 <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/17d680f26accc8352c3cfe229977276ff53c45134ede5609ff9bebbe098801b0/FULL_OMBetterCare30s_101121_16x9H264_MixA-064B.gif" data-mid="205539814" border="0" src="https://freight.cargo.site/w/1000/i/17d680f26accc8352c3cfe229977276ff53c45134ede5609ff9bebbe098801b0/FULL_OMBetterCare30s_101121_16x9H264_MixA-064B.gif" />Better Health Starts Here Creating engaging video ads for prospects in the consideration stage of the marketing funnel <img width="2000" height="2800" width_o="2000" height_o="2800" data-src="https://freight.cargo.site/t/original/i/bcd6ab5ebd56197fdf993347462d03cf106936218f77c4157892e51a8833b489/om_kids_14.png" data-mid="204831196" border="0" data-scale="100" data-draggable src="https://freight.cargo.site/w/1000/i/bcd6ab5ebd56197fdf993347462d03cf106936218f77c4157892e51a8833b489/om_kids_14.png" />One Medical Kids Creating a vibrant, playful brand for One Medical Kids to engage young patients and their families <img width="540" height="540" width_o="540" height_o="540" data-src="https://freight.cargo.site/t/original/i/27a019bb36e92fb2c03b867f3cf84c63667e0ad8919dd9945db41f0ce622e0bf/LiveWellDemo_4.2_540x540.gif" data-mid="205523553" border="0" data-scale="100" data-draggable src="https://freight.cargo.site/w/540/i/27a019bb36e92fb2c03b867f3cf84c63667e0ad8919dd9945db41f0ce622e0bf/LiveWellDemo_4.2_540x540.gif" />Live Well Reimagining annual physicals as engaging 'Live Well' visits for holistic health <img width="1012" height="1292" width_o="1012" height_o="1292" data-src="https://freight.cargo.site/t/original/i/7be15f81dca0c26776595f87fbebee9172a401ec339c341a7132bf667d5d5908/Frame-372775.jpg" data-mid="218445566" border="0" src="https://freight.cargo.site/w/1000/i/7be15f81dca0c26776595f87fbebee9172a401ec339c341a7132bf667d5d5908/Frame-372775.jpg" />Airbnb Transforming business travel into a personalized, home-like experience with Airbnb for Work <img width="1292" height="1292" width_o="1292" height_o="1292" data-src="https://freight.cargo.site/t/original/i/320f246919b26077dc32119ce65fda1364e2c89840c7b0acef6bd325d6474dca/Frame-372783.png" data-mid="218445570" border="0" src="https://freight.cargo.site/w/1000/i/320f246919b26077dc32119ce65fda1364e2c89840c7b0acef6bd325d6474dca/Frame-372783.png" />University of California Revitalizing the University of California's brand to enhance its impact and attract essential funding https://natashafoote.com/One-Medical-Kids Sat, 17 Feb 2024 02:27:16 +0000 Natasha Foote — Creative Direction & Design https://natashafoote.com/One-Medical-Kids <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/c392523ae87ed9d15a431d591d7c032aa7f49a76993a9abe042e8cdc91a033be/Frame-1739333236.png" data-mid="218502191" border="0" src="https://freight.cargo.site/w/1000/i/c392523ae87ed9d15a431d591d7c032aa7f49a76993a9abe042e8cdc91a033be/Frame-1739333236.png" /> One Medical Kids This work was completed with the team at One Medical, Little Moving Pictures and Tim Lahan in San Francisco, California. Background With our launch of One Medical Kids, a national pediatric service line, we wanted to give our youngest members something special: a brand that's all theirs. A brand that's uniquely fun but distinctly One Medical. <img width="4400" height="2800" width_o="4400" height_o="2800" data-src="https://freight.cargo.site/t/original/i/82433e060cde42aa694db49150ba9ac18994afc29197519e66e12cf5289d8fe5/om_kids_8-1.png" data-mid="205520304" border="0" src="https://freight.cargo.site/w/1000/i/82433e060cde42aa694db49150ba9ac18994afc29197519e66e12cf5289d8fe5/om_kids_8-1.png" /><img width="3840" height="1484" width_o="3840" height_o="1484" data-src="https://freight.cargo.site/t/original/i/ca835d2e1a38b7a43684a67a726394f387f23cd8b4f8a4cd9cc6b0fcc8d68fc9/Frame-659.png" data-mid="205540604" border="0" src="https://freight.cargo.site/w/1000/i/ca835d2e1a38b7a43684a67a726394f387f23cd8b4f8a4cd9cc6b0fcc8d68fc9/Frame-659.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/244d512150bb5606ea7aedd901b23e44c3b212ec27d0481149952531fa09e7ae/Frame-372787.png" data-mid="218446391" border="0" src="https://freight.cargo.site/w/1000/i/244d512150bb5606ea7aedd901b23e44c3b212ec27d0481149952531fa09e7ae/Frame-372787.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/50b69320e3ecf18cf80b691300fdbbebe7b94611489fb72f2d70693dc3e956c0/Frame-372786.png" data-mid="218446390" border="0" src="https://freight.cargo.site/w/1000/i/50b69320e3ecf18cf80b691300fdbbebe7b94611489fb72f2d70693dc3e956c0/Frame-372786.png" /> Process Identifying the assets that were core to the One Medical brand, we extended the visual system to resonate with this distinct target audience. Our colorful secondary palette received more emphasis to infuse a youthful vibrancy, while our messaging adopted a lighthearted tone. Storytelling is a crucial part of our brand narrative, so we decided to uphold illustration as a major asset. Collaborating with illustrator Tim Lahan, we crafted an inclusive array of characters designed to be bold, fun, and appealing to young children, while also incorporating wit and charm to resonate with teenagers and adults. This collaboration resulted in the creation of over a dozen distinctive characters, enriching the One Medical Kids sub-brand with depth and personality. These characters were strategically integrated into various marketing materials and campaigns, supporting our narrative-driven approach. Through photo art direction and a comprehensive production plan, we produced a family commercial and stills on set. The One Medical Kids ads were featured on paid media and connected TV, proving to be the most successful video ad compared to consumer and enterprise counterparts, boasting the highest video completion rate of 46%. <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/f87dd0736209a39849f319cfc17b87a042a4a5886e7b2ae8ae5a8aaa75fb974c/Frame-372784.png" data-mid="218446388" border="0" src="https://freight.cargo.site/w/1000/i/f87dd0736209a39849f319cfc17b87a042a4a5886e7b2ae8ae5a8aaa75fb974c/Frame-372784.png" /> <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/391350cd714eb18529c4f120c424eb10187aaf82f4988c9db2b1c7397105c662/Frame-372785.png" data-mid="218446389" border="0" src="https://freight.cargo.site/w/1000/i/391350cd714eb18529c4f120c424eb10187aaf82f4988c9db2b1c7397105c662/Frame-372785.png" /> <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/3f08ce0a79746d8bb37facceebcab59c1da3c6d3e52506bf30340fe393fa1c62/Frame-372783.png" data-mid="218446387" border="0" src="https://freight.cargo.site/w/1000/i/3f08ce0a79746d8bb37facceebcab59c1da3c6d3e52506bf30340fe393fa1c62/Frame-372783.png" /><img width="3840" height="2260" width_o="3840" height_o="2260" data-src="https://freight.cargo.site/t/original/i/7333041da76882ff08074f18e1f435061b72630d0e4e60aca7344f6995a42f54/OM-Kids-1.png" data-mid="205540739" border="0" src="https://freight.cargo.site/w/1000/i/7333041da76882ff08074f18e1f435061b72630d0e4e60aca7344f6995a42f54/OM-Kids-1.png" /><img width="2766" height="1716" width_o="2766" height_o="1716" data-src="https://freight.cargo.site/t/original/i/9144bbd50885d601af75e30fd721084c471f2543a0ed171523a02e7aaa8fa41d/livewell_2.png" data-mid="218446393" border="0" src="https://freight.cargo.site/w/1000/i/9144bbd50885d601af75e30fd721084c471f2543a0ed171523a02e7aaa8fa41d/livewell_2.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/1b70e32749e253089ea181453080a9c2237f9f2a7e5fdfe38c0bc320fbc5ac22/Frame-372778.png" data-mid="218446386" border="0" src="https://freight.cargo.site/w/1000/i/1b70e32749e253089ea181453080a9c2237f9f2a7e5fdfe38c0bc320fbc5ac22/Frame-372778.png" /><img width="4400" height="2800" width_o="4400" height_o="2800" data-src="https://freight.cargo.site/t/original/i/453fd39dc67cad3796b51147ab977a16b65eaec6de39dd65a1e54b53e7473ba6/om_kids_8.png" data-mid="205540625" border="0" src="https://freight.cargo.site/w/1000/i/453fd39dc67cad3796b51147ab977a16b65eaec6de39dd65a1e54b53e7473ba6/om_kids_8.png" /> Results We saw positive results immediately, with over 4,000 new pediatric members signing up after the launch of One Medical Kids. Comments from parents and children described the sub-brand as delightful and entertaining. In the first two years following the launch, One Medical Kids grew over 700%. For more about this project please get in touch. https://natashafoote.com/Better-Health-Starts-Here Sat, 24 Feb 2024 00:11:11 +0000 Natasha Foote — Creative Direction & Design https://natashafoote.com/Better-Health-Starts-Here Better Health Starts Here This work was completed with the team at One Medical in San Francisco, California and HUE+CRY in Richmond, Virginia. Background Despite achieving our annual targeted brand interest and click-through rates, our team noticed a significant drop-off in audience engagement midway through the One Medical marketing funnel. Our goal was to address this gap by crafting compelling ads tailored specifically to the mid-funnel audience. These ads needed to effectively illustrate the practical and emotional advantages of One Medical's services, educate and retain attention, and guide potential customers further into the marketing funnel. <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/dc74f3160a2f7abab9b0a9958a091918d9866497908dc12334404f464287ff95/Direction-47.png" data-mid="205640643" border="0" src="https://freight.cargo.site/w/1000/i/dc74f3160a2f7abab9b0a9958a091918d9866497908dc12334404f464287ff95/Direction-47.png" /> Process Working closely with our Product and Engagement Marketing Managers, we developed storyboards and a script, strategically emphasizing the value of a One Medical membership. We researched illustrators and explored style frames to explain our complex service model in a visually appealing and easily digestible manner, making it engaging for the audience. Recognizing the powerful storytelling capacity of illustrations, we curated a diverse and relatable cast of characters to foster a deeper connection to the narrative, especially for our mid-funnel audience. Our collaborative efforts extended to working with voiceover artists and testing music tracks to find the perfect cheerful beat that complemented the visual and narrative elements. <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/5717e463a63d9f9a3edc40e2031d7c635d248860d34c19bf6675dae3ef1f7fb6/Direction-48.png" data-mid="205640644" border="0" src="https://freight.cargo.site/w/1000/i/5717e463a63d9f9a3edc40e2031d7c635d248860d34c19bf6675dae3ef1f7fb6/Direction-48.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5d3f8c8dc86c183c40523d1223d81b56329202ae87786e5facf98ce986715ebb/One-Medical-Real-Pain-CharacterSketches-01.jpg" data-mid="205525964" border="0" src="https://freight.cargo.site/w/1000/i/5d3f8c8dc86c183c40523d1223d81b56329202ae87786e5facf98ce986715ebb/One-Medical-Real-Pain-CharacterSketches-01.jpg" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/4efdd47946c80902803562a8c1d29cccc1e3b4cfd05b7fc4c4699b7d42b00567/One-Medical-Real-Pain-CharacterSketches-02.jpg" data-mid="205525965" border="0" src="https://freight.cargo.site/w/1000/i/4efdd47946c80902803562a8c1d29cccc1e3b4cfd05b7fc4c4699b7d42b00567/One-Medical-Real-Pain-CharacterSketches-02.jpg" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/fc0d1045bea8fb8ecda8c6b9b1a9515dd7e06e544d3b32a7da2e16397bfd065c/One-Medical-Real-Pain-CharacterTurnaround-01.jpg" data-mid="205525966" border="0" src="https://freight.cargo.site/w/1000/i/fc0d1045bea8fb8ecda8c6b9b1a9515dd7e06e544d3b32a7da2e16397bfd065c/One-Medical-Real-Pain-CharacterTurnaround-01.jpg" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2fb4854df8744c6d8af2aa8848c6c5aee3f1eb258610ed2f83efa884335275c6/One-Medical-Real-Pain-CharacterTurnaround-02.jpg" data-mid="205525967" border="0" src="https://freight.cargo.site/w/1000/i/2fb4854df8744c6d8af2aa8848c6c5aee3f1eb258610ed2f83efa884335275c6/One-Medical-Real-Pain-CharacterTurnaround-02.jpg" /><img width="3294" height="1848" width_o="3294" height_o="1848" data-src="https://freight.cargo.site/t/original/i/c13283b0425da663b42445a59f8aaabf03c5b2812b358089d472c627666c307c/Screenshot-2024-02-26-at-1.29.45PM.png" data-mid="205525968" border="0" src="https://freight.cargo.site/w/1000/i/c13283b0425da663b42445a59f8aaabf03c5b2812b358089d472c627666c307c/Screenshot-2024-02-26-at-1.29.45PM.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ca43268cce08557d6352280416656468daf265cf1881138ee4c5a677d5a3d5f3/FULL_OMBetterCare30s_101121_16x9H264_MixA-064C.gif" data-mid="205526269" border="0" src="https://freight.cargo.site/w/1000/i/ca43268cce08557d6352280416656468daf265cf1881138ee4c5a677d5a3d5f3/FULL_OMBetterCare30s_101121_16x9H264_MixA-064C.gif" /><img width="3308" height="1856" width_o="3308" height_o="1856" data-src="https://freight.cargo.site/t/original/i/758a69a49217d7144d13f1995ca2a9bee51375cd92a1a4b28af5f70b8157c2ff/Screenshot-2024-02-26-at-1.29.52PM.png" data-mid="205525969" border="0" src="https://freight.cargo.site/w/1000/i/758a69a49217d7144d13f1995ca2a9bee51375cd92a1a4b28af5f70b8157c2ff/Screenshot-2024-02-26-at-1.29.52PM.png" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/17d680f26accc8352c3cfe229977276ff53c45134ede5609ff9bebbe098801b0/FULL_OMBetterCare30s_101121_16x9H264_MixA-064B.gif" data-mid="205526268" border="0" src="https://freight.cargo.site/w/1000/i/17d680f26accc8352c3cfe229977276ff53c45134ede5609ff9bebbe098801b0/FULL_OMBetterCare30s_101121_16x9H264_MixA-064B.gif" /><img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/887d2bc2a1af5394b32f36ed6ec71edf189ef3f60c739a5ded13108c888a4c18/FULL_OMBetterCare30s_101121_16x9H264_MixA-064.gif" data-mid="205526158" border="0" src="https://freight.cargo.site/w/1000/i/887d2bc2a1af5394b32f36ed6ec71edf189ef3f60c739a5ded13108c888a4c18/FULL_OMBetterCare30s_101121_16x9H264_MixA-064.gif" /> Results The ads — which were segmented into 6-second, 15-second, and 30-second durations — were strategically deployed across paid social and connected TV platforms. There was a notable improvement in audience retention and progression through the funnel. The 30-second spots in particular emerged as top performers, driving positive outcomes across all KPIs. The 6-second and 15-second ads achieved nearly identical boosts in both brand preference (+8% and +9%) and conversion rates (+3% and +4%) for the engaged mid-funnel audience. For more about this project please get in touch. https://natashafoote.com/Live-Well Sat, 24 Feb 2024 00:00:43 +0000 Natasha Foote — Creative Direction & Design https://natashafoote.com/Live-Well <img width="2380" height="1400" width_o="2380" height_o="1400" data-src="https://freight.cargo.site/t/original/i/a324cf1554319c414e493cc68a54f320b9be43bcf5e18b7b79d1376dff38b478/livewell_2.png" data-mid="205538754" border="0" src="https://freight.cargo.site/w/1000/i/a324cf1554319c414e493cc68a54f320b9be43bcf5e18b7b79d1376dff38b478/livewell_2.png" /> Redefining the Physical This work was completed with the team at One Medical in San Francisco, California. Background Traditional physical exams were falling short in meeting the needs of One Medical's members. Surprisingly, despite the annual physical being a complimentary service, only 20–30% of our members opted for it annually, which signaled a clear disconnect. In response, One Medical initiated a strategic effort to redefine and personalize the annual physical exam. Our focus expanded beyond physical health to include mental well-being, achieved through an innovative intake form and a broader array of discussion topics. The challenge was to reimagine the traditional physical, so we introduced the "Live Well" visit with a new name, brand, and lifestyle-oriented appeal. Our success depended on attracting young, healthy, and previously unengaged members. <img width="2380" height="1400" width_o="2380" height_o="1400" data-src="https://freight.cargo.site/t/original/i/b3a7735031be1e05c1cb3037a4937852a4f6aaa7be718eea7bf45e33381242eb/livewell_2-1.png" data-mid="205538753" border="0" src="https://freight.cargo.site/w/1000/i/b3a7735031be1e05c1cb3037a4937852a4f6aaa7be718eea7bf45e33381242eb/livewell_2-1.png" /><img width="2766" height="2020" width_o="2766" height_o="2020" data-src="https://freight.cargo.site/t/original/i/83bbe1fa6f44b3c4acfca5452a66792cb2399a5a942d797b2513ddab12658321/livewell_2.png" data-mid="218445402" border="0" src="https://freight.cargo.site/w/1000/i/83bbe1fa6f44b3c4acfca5452a66792cb2399a5a942d797b2513ddab12658321/livewell_2.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/3665fb16974baf63adec26bf1f3bc5030f8cd412e85c94fc5c07e187fbf353ba/Frame-372778.png" data-mid="218445236" border="0" src="https://freight.cargo.site/w/1000/i/3665fb16974baf63adec26bf1f3bc5030f8cd412e85c94fc5c07e187fbf353ba/Frame-372778.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/0278fff396b1d4d6394128e54e88a52a87d656bc0addd54986d66bff4a9c4fb0/Frame-372787.png" data-mid="218445244" border="0" src="https://freight.cargo.site/w/1000/i/0278fff396b1d4d6394128e54e88a52a87d656bc0addd54986d66bff4a9c4fb0/Frame-372787.png" /> Process Our team meticulously crafted a refreshed, modern brand for the Live Well visit. We produced brand materials including an introductory video, paid and organic social posts, and a marketing landing page. The aim was to make the experience not only more attractive but also to address the tendency of a younger population to overlook their annual check-ups. The outcome was a redesigned annual visit experience that strengthened relationships with members and played a pivotal role in supporting their health goals. <img width="1785" height="1050" width_o="1785" height_o="1050" data-src="https://freight.cargo.site/t/original/i/ab3681abd3cf7437d970f25ddd9bc368cde802c83b5be63a6ea222ebc247c554/OM-Kids-1.png" data-mid="205538745" border="0" src="https://freight.cargo.site/w/1000/i/ab3681abd3cf7437d970f25ddd9bc368cde802c83b5be63a6ea222ebc247c554/OM-Kids-1.png" /> <img width="2380" height="5050" width_o="2380" height_o="5050" data-src="https://freight.cargo.site/t/original/i/8c1ffa36dc849251e5da6bf18062d4f6906596f32faf9d7d3a629e8f1ed84a36/livewell_2.png" data-mid="205537928" border="0" src="https://freight.cargo.site/w/1000/i/8c1ffa36dc849251e5da6bf18062d4f6906596f32faf9d7d3a629e8f1ed84a36/livewell_2.png" /> <img width="540" height="540" width_o="540" height_o="540" data-src="https://freight.cargo.site/t/original/i/27a019bb36e92fb2c03b867f3cf84c63667e0ad8919dd9945db41f0ce622e0bf/LiveWellDemo_4.2_540x540.gif" data-mid="205539162" border="0" src="https://freight.cargo.site/w/540/i/27a019bb36e92fb2c03b867f3cf84c63667e0ad8919dd9945db41f0ce622e0bf/LiveWellDemo_4.2_540x540.gif" /> <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/c9277d5f5dbbdc0d28cd4ecda67bf1a34c8d3a7b15420f8a247dd1288feee768/Frame-372789.png" data-mid="218445247" border="0" src="https://freight.cargo.site/w/1000/i/c9277d5f5dbbdc0d28cd4ecda67bf1a34c8d3a7b15420f8a247dd1288feee768/Frame-372789.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/f495ca7b7d0667c01b97704b5c264ff2c7a5bb117103242380c6a21129f206ab/Frame-372784.png" data-mid="218445240" border="0" src="https://freight.cargo.site/w/1000/i/f495ca7b7d0667c01b97704b5c264ff2c7a5bb117103242380c6a21129f206ab/Frame-372784.png" /> <img width="2380" height="2380" width_o="2380" height_o="2380" data-src="https://freight.cargo.site/t/original/i/16abb6030afc8083542cda74bae5e4f21c71316506a67945f296cd79fa801250/livewell_2-2.png" data-mid="205538283" border="0" src="https://freight.cargo.site/w/1000/i/16abb6030afc8083542cda74bae5e4f21c71316506a67945f296cd79fa801250/livewell_2-2.png" /> <img width="2380" height="2380" width_o="2380" height_o="2380" data-src="https://freight.cargo.site/t/original/i/c1502e4f906a2e772798add186b400ae5d0816f13bc413f1bde52fd37b13bed7/Group-25.png" data-mid="205538281" border="0" src="https://freight.cargo.site/w/1000/i/c1502e4f906a2e772798add186b400ae5d0816f13bc413f1bde52fd37b13bed7/Group-25.png" /> <img width="2380" height="2380" width_o="2380" height_o="2380" data-src="https://freight.cargo.site/t/original/i/52e7165ed523dd37c62f61794d84dae44033e566982d362d8d9d6366bf821535/livewell_2.png" data-mid="205538284" border="0" src="https://freight.cargo.site/w/1000/i/52e7165ed523dd37c62f61794d84dae44033e566982d362d8d9d6366bf821535/livewell_2.png" /> <img width="2380" height="2380" width_o="2380" height_o="2380" data-src="https://freight.cargo.site/t/original/i/b88a24240a76ea1ccb5f417330a39f2e5a83f2afbc2ca263244519836a7acb2c/livewell_2.png" data-mid="205538806" border="0" src="https://freight.cargo.site/w/1000/i/b88a24240a76ea1ccb5f417330a39f2e5a83f2afbc2ca263244519836a7acb2c/livewell_2.png" /> Results In its first year, the Live Well campaign led to an 18% increase in members opting for this revamped annual visit experience, and it continues to be successful today. This transformative initiative achieved our goal of bridging the engagement gap and positioning One Medical as an industry leader in personalized, holistic healthcare experiences. For more about this project please get in touch. https://natashafoote.com/Real-Life-Care Sun, 03 Mar 2024 21:09:12 +0000 Natasha Foote — Creative Direction & Design https://natashafoote.com/Real-Life-Care Real Life Care Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis. Background Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. <img width="2380" height="1400" width_o="2380" height_o="1400" data-src="https://freight.cargo.site/t/original/i/b3a7735031be1e05c1cb3037a4937852a4f6aaa7be718eea7bf45e33381242eb/livewell_2-1.png" data-mid="205955958" border="0" src="https://freight.cargo.site/w/1000/i/b3a7735031be1e05c1cb3037a4937852a4f6aaa7be718eea7bf45e33381242eb/livewell_2-1.png" /> Process Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. <img width="2380" height="1400" width_o="2380" height_o="1400" data-src="https://freight.cargo.site/t/original/i/b3a7735031be1e05c1cb3037a4937852a4f6aaa7be718eea7bf45e33381242eb/livewell_2-1.png" data-mid="205955958" border="0" src="https://freight.cargo.site/w/1000/i/b3a7735031be1e05c1cb3037a4937852a4f6aaa7be718eea7bf45e33381242eb/livewell_2-1.png" /> Results Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. For more about this project please get in touch. https://natashafoote.com/University-of-California Sun, 03 Mar 2024 21:06:24 +0000 Natasha Foote — Creative Direction & Design https://natashafoote.com/University-of-California <img width="2764" height="2020" width_o="2764" height_o="2020" data-src="https://freight.cargo.site/t/original/i/8d28a4a47cfbebfcc2fe7e9db99186ebe478fd5cb8ea02ef8900320f23a1e1f7/Frame-372802.png" data-mid="218445506" border="0" src="https://freight.cargo.site/w/1000/i/8d28a4a47cfbebfcc2fe7e9db99186ebe478fd5cb8ea02ef8900320f23a1e1f7/Frame-372802.png" /> University of California This work was completed with the team at the University of California, Office of the President in Oakland, California. Background Amid a sharp 51% decline in state funding over 19 years, the University of California faced a critical need to refresh its brand. The systemwide seal had become an underutilized symbol, and the UC identity lacked cohesion and impact, undermining efforts to communicate its value and secure essential funding. <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/8bf8b102f17f86db18863f813bbc23e703edc1b677959913bf078d1b8cea9994/Frame-372779.png" data-mid="218445500" border="0" src="https://freight.cargo.site/w/1000/i/8bf8b102f17f86db18863f813bbc23e703edc1b677959913bf078d1b8cea9994/Frame-372779.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/43ef88c434f82b895784cfdf6cd2c4bb170b39f94fa3fe8f3eb325def46a1302/Frame-372776.png" data-mid="218445498" border="0" src="https://freight.cargo.site/w/1000/i/43ef88c434f82b895784cfdf6cd2c4bb170b39f94fa3fe8f3eb325def46a1302/Frame-372776.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/c357f276990a41168db6227d58022e4a66ad582cf071ce0984dd4c6cdbc570e4/Frame-372787.png" data-mid="218445505" border="0" src="https://freight.cargo.site/w/1000/i/c357f276990a41168db6227d58022e4a66ad582cf071ce0984dd4c6cdbc570e4/Frame-372787.png" /> Process The rebranding strategy centered on revitalizing the UC systemwide seal to restore its prestige and authority, coupled with crafting a unified, compelling visual ecosystem. This transformation aimed to articulate UC's rich narrative and showcase its remarkable achievements in a powerful and authentic way. <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/9b65cfa2d93d5baa8797a3212c555cb08c0896f5cd47f2b589aedc0ca9b02cd1/Frame-372775.png" data-mid="218445496" border="0" src="https://freight.cargo.site/w/1000/i/9b65cfa2d93d5baa8797a3212c555cb08c0896f5cd47f2b589aedc0ca9b02cd1/Frame-372775.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/61825136228824be06a4d8f1892c12c6b292431531d115327fb1eda36a526bcd/Frame-372785.png" data-mid="218445503" border="0" src="https://freight.cargo.site/w/1000/i/61825136228824be06a4d8f1892c12c6b292431531d115327fb1eda36a526bcd/Frame-372785.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/6423e6b75438783a482437c317491b96ed65327c212def34468fc17a58c0f6f7/Frame-372783.png" data-mid="218445501" border="0" src="https://freight.cargo.site/w/1000/i/6423e6b75438783a482437c317491b96ed65327c212def34468fc17a58c0f6f7/Frame-372783.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/cbe0412826b4709952b84ec9185d22fbd7942413f18208cd6aed99515e8cb06c/Frame-372786.png" data-mid="218501320" border="0" src="https://freight.cargo.site/w/1000/i/cbe0412826b4709952b84ec9185d22fbd7942413f18208cd6aed99515e8cb06c/Frame-372786.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/a7a505cb2e9f374942a758a6f7012258561894900015fc67c8241b9f0cde623f/Frame-372778.png" data-mid="218445499" border="0" src="https://freight.cargo.site/w/1000/i/a7a505cb2e9f374942a758a6f7012258561894900015fc67c8241b9f0cde623f/Frame-372778.png" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/217a4bbee89f66cae805b0b4ae5ea31fcde57c98ad1962304ba2653c994d60bc/Frame-372784.png" data-mid="218445502" border="0" src="https://freight.cargo.site/w/1000/i/217a4bbee89f66cae805b0b4ae5ea31fcde57c98ad1962304ba2653c994d60bc/Frame-372784.png" /> Results The rebranding initiative revitalized UC’s image, encouraging action on behalf of an institution that claims two million living alumni, creates five inventions a day, generates $32.8 billion for the California economy alone, and is an engine for social mobility: 41% of undergraduates are the first in their family to go to college. The visual system lives on over a decade later, enhancing public perception and improving UC’s ability to attract support and funding. For more about this project please get in touch. https://natashafoote.com/Airbnb-For-Work Sun, 03 Mar 2024 21:08:42 +0000 Natasha Foote — Creative Direction & Design https://natashafoote.com/Airbnb-For-Work <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/c71729c933f967dd6ae308fd0fcb4a7d5f53c0ef1a8b35e0ab426a64c1ea28bc/Frame-372775.jpg" data-mid="218438561" border="0" src="https://freight.cargo.site/w/1000/i/c71729c933f967dd6ae308fd0fcb4a7d5f53c0ef1a8b35e0ab426a64c1ea28bc/Frame-372775.jpg" /> Airbnb For Work This work was completed with the team at Airbnb in San Francisco, California. Background Business travel often feels impersonal and stressful for everyone involved—travelers, travel managers, and hosts. Airbnb wasn't widely seen as an option for business travel, leaving a gap in the market for a more personalized, home-like experience. <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/e6e95343b0fc2f08e5b93d43710e959266aa85b904a5812435131f850d179dce/Frame-372779.jpg" data-mid="218438564" border="0" src="https://freight.cargo.site/w/1000/i/e6e95343b0fc2f08e5b93d43710e959266aa85b904a5812435131f850d179dce/Frame-372779.jpg" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/11e8f7af53a94c6d329c316d63bcb987b45a51f28f8d0bcd1240da3ed9ea68e5/Frame-372784.jpg" data-mid="218438566" border="0" src="https://freight.cargo.site/w/1000/i/11e8f7af53a94c6d329c316d63bcb987b45a51f28f8d0bcd1240da3ed9ea68e5/Frame-372784.jpg" /> Process To bridge this gap, we launched Airbnb for Work, targeting travelers, companies, and hosts. I created a new sub-brand, including a logo and visual system, that balanced professionalism with the unique, welcoming feel of Airbnb. We rolled out an OOH campaign in four cities, with marketing pages, improved UX/UI sign-up flows and an integrated “work-friendly” filter within the product. Airbnb.com/Work became the central hub, educating users on how Airbnb can offer a reliable yet unique experience for business travel. The messaging aimed to humanize business travel, making it feel less like a chore and more like an extension of everyday life. <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/1b43ebf487aa7a9db9eb74659320150114dbaaca52c93d10d7e18596660c6dfe/Frame-372776.jpg" data-mid="218438562" border="0" src="https://freight.cargo.site/w/1000/i/1b43ebf487aa7a9db9eb74659320150114dbaaca52c93d10d7e18596660c6dfe/Frame-372776.jpg" /> <img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/989959dd9da87f18fe0732365e991a70daa99d3e235f37e93d90360f5ce9f5bc/Frame-372786.jpg" data-mid="218438567" border="0" src="https://freight.cargo.site/w/1000/i/989959dd9da87f18fe0732365e991a70daa99d3e235f37e93d90360f5ce9f5bc/Frame-372786.jpg" /><img width="2412" height="1292" width_o="2412" height_o="1292" data-src="https://freight.cargo.site/t/original/i/974bdf2553945ea4a81f607e8489921c1565773d3899130c635a091b081c12b1/Frame-372783.jpg" data-mid="218438565" border="0" src="https://freight.cargo.site/w/1000/i/974bdf2553945ea4a81f607e8489921c1565773d3899130c635a091b081c12b1/Frame-372783.jpg" /> Results The launch was a success. Website traffic to airbnb.com/work doubled, and conversion rates increased—8% in Boston, 30% in New York, 22% in Chicago, and 12% in Portland. Within the product, the “work-friendly” filter was used by 15% of users searching for accommodations. The brand launch helped build awareness to position Airbnb as a serious option for business travel while maintaining its core brand identity. We successfully redefined business travel to feel more like home, no matter where work takes you. For more about this project please get in touch. https://natashafoote.com/office-mural Fri, 02 Dec 2022 05:37:03 +0000 Natasha Foote — Creative Direction & Design https://natashafoote.com/office-mural <img width="2800" height="2800" width_o="2800" height_o="2800" data-src="https://freight.cargo.site/t/original/i/917654d28b19787336e0cd40c974f484ac186b9abc8171a9cd5c1a2884ff3418/office_mural_1.png" data-mid="160862487" border="0" src="https://freight.cargo.site/w/1000/i/917654d28b19787336e0cd40c974f484ac186b9abc8171a9cd5c1a2884ff3418/office_mural_1.png" /> Art Direction: Natasha Foote Illustration: Cody Hudson