Thumbtack is a platform that helps users search and hire professionals for home improvement projects.
Standoff campaign
I oversaw the execution of design standards across TV and social media, featuring 30-, 15-, and 6-second spots. My role ranged from early ideation to concept development to the creation of the visual graphics. I worked closely with the team to ensure the TV spots struck a balance between relatable and cinematic tone to emphasize that familiar feeling of being stuck in a standoff with your unfinished project.
The campaign drove strong results, doubling awareness among the target audience, increasing TV ad performance by 50%, boosting social media engagement by 1.36x, and improving website traffic by 1.3x.
OOH
I led and designed out-of-home ads, which included print and digital bulletins, bus kings, one-sheet posters, and digital panels. Focused on localized markets in San Francisco and Seattle, the ads were distributed across 41 placements targeted to leverage 5 billion daily location observations. The OHH activation delivered high visibility and drove a 10-15% incremental lift in requests.
Frontdoor Refresh
I collaborated with the product team to enhance the customer experience on the Frontdoor page. I led the header redesign, incorporating elements from the brand refresh to create a more cohesive and engaging experience for users to effectively find the appropriate service.
Print collaterals
Brand Expression
One of the shifts from the brand expression involved moving away from bold font weights to convey a softer, less aggressive brand tone. By integrating style variations, I established a clear visual hierarchy within the layout.
Integrated Marketing
I worked closely with the integrated marketing team to create cohesive content that engaged our target audience and drove leads. By leveraging partnerships with Walmart, I created assets that helped to reach new customer segments. My design work included ads, emails, landing pages, blogs, and seasonal campaigns. Throughout the work, I took a creative approach while balancing specific stakeholder requests.
Spring campaign
For the Spring campaign, I highlighted the seasonal shift as a natural cue to begin overdue home projects. I recognized that shaking off winter is tough, so I built the narrative around comical snapshots of hibernating animals waking up. This approach kept the tone light and warm, reassuring people that feeling overwhelmed by the to-do list is perfectly fine.
Paid and Organic Social
I lead the design for paid and organic social. I drive the end-to-end design process, from concept ideation through production, while building guidelines that optimize assets across platforms and ensure consistent execution. Performance has seen a significant increase, reaching millions of views and achieving strong iROAs that outperform baseline efficiency and return.
