Art at Work
Art at Work
Wacom specializes in manufacturing graphics tablets and related products. I provided the creative direction for their digital merchandising on Amazon platform.
Wacom needed to update their brand presence on the platform, in order to present as the industry leaders.
CREATIVE STRATEGY
• Better convey brand personality, represented authentically to the creative world.
• Connect products with specific audience groups.
• Product content strategy was integral to drive conversions
• Photography Direction: developed story boards for shots needed to capture the product and message
A product page commonly includes 6 images. Pitching a product within 6 images proves to be a challenging creative problem to solve.
The other piece to a product listing is the enhanced brand content that follows lower on the page.
These layouts are built using platform determined layout blocks. The puzzle with these layouts are finding the best platform blocks to tell the correct story.
Digital merchandising assets on the Amazon platform has limitations that are not present in DTC websites.
• Format and limits the quantity of digital images.
• Type needs to work for desktop and mobile.
• The expanded content layouts have few building blocks that build the layouts, and limits content.
This design worked across their entry level tablet and display pads. As series go, each stood well together but was able to adapt for each model unique details. The full project included about 2 dozen models of drawing tablets or display pads.
The layouts were developed to be adapted to each unique model while remaining consistent visually.
Below are 2 different samples, one a drawing table and the other a display tablet.
Developed this graphic as a way to visualize the different types of work that can be done using the tool. This was adaptable for each of the target audience focus uses.
With this audience, additional technical aspects were needed to be conveyed; differences between tablet and display, and the specs between regular vs pro models. I love when I get to develop layouts directly withinmy own demographic.
We continued the direction / graphic system through their accessories which included smart pens, display stands, working hardware and other accessories.
While its hard to isolate the sole contributions of creative life when there are other cogs turning other changes, the total efforts for the client proved very effective.