Case study
IdealPath
Marketing communication and a launch animatic for a B2B automation platform finding an informal, human voice.
The project
From 2018 to 2019, I worked as a lead for IdealPath, a B2B marketing automation platform with a brand goal of feeling like enterprise future-thinking tech, but informal and personal.
The work sat at the intersection of product communication, campaign development, and early brand definition.
IdealPath marketing short
Sometimes a lead needs to get their hands dirty to solve a problem quickly. When IdealPath needed a marketing short before the brand had fully formed, I used Adobe After Effects to build a concise animatic for advertising.
The animatic gave the team a clear visual story, a working sense of pace, and a direction they could use while the larger communication system continued to take shape.
Campaign communication
The surrounding campaign work translated the product's automation and analytics into a visual language that could stay technical without becoming distant.
Product views, campaign content, and supporting illustration gave the team a flexible set of surfaces for explaining the service.