CAREAR, A XEROX COMPANY
2020-PRESENT
Creative Director: Stephanie Erdel-Laws
As Creative Director for CareAR, A Xerox Company, I was tasked to develop a brand identity for this emerging technology startup in order to prepare it for acquisition by Xerox. After the acquisition, I was hired as the organization’s full-time creative director where I led creative strategy, developed style guides, incorporated a DAM, and led a team of designers that supported the entire organization. As the company evolved, my role expanded to include execution on all design, web development, and digital marketing.
Highlights:
developed brand identity • created first company Hackathon •experiential design •led marketing •set-up digital infrastructure for company
BRAND IDENTITY
Upon joining CareAR, my initial task was to create a comprehensive brand identity anchored by the provided logo. Subsequently, I developed precise brand guidelines for the organization and contractors. Recognizing the necessity for efficient access to brand assets, I led the implementation of a digital asset management (DAM) solution, streamlining the retrieval and sharing of critical materials, including our PowerPoint deck template, icon libraries, stock photography, and more. To enhance accessibility, I designed our style guide in both PDF and online digital formats, ensuring easy access to our brand guidelines for all stakeholders.
EXPERIENTIAL / EVENT DESIGN
At CareAR, I had the privilege of designing experiences for both large-scale and smaller events. I designed a 20 x 20 walk-through space for the Augmented World Expo (AWE) and numerous 10 x 10 backdrops and vertical banners for smaller events. I have experience working with print and promo product vendors to design swag and apparel for events. Additionally, I put together many composite videos in Adobe Premiere Pro for the sales team to show on large screens at our booth during events.
WEB DESIGN
During my time at CareAR, I led the design and development of the entire https://carear.com website using WordPress with the Divi Theme hosted on WPEngine. This CMS choice proved ideal for our fast-paced team due to its ease of use, seamless plugin integration, and design flexibility, ensuring a smooth user experience. We achieved a notable B in page speed score and a swift 1-second page loading time. To enhance site optimization, I employed Hot Jar for user experience tracking and Yoast for SEO. WP Engine hosting provided top-tier WordPress security and exceptional support. With this solution, I was able to successfully manage the creative services team while continuing to be the sole designer and developer on the website.
DIGITAL MARKETING & SOCIAL MEDIA
During my tenure at CareAR, I handled a broad spectrum of design and digital marketing responsibilities, including designing landing pages, crafting email templates, creating digital ads, and managing social media for a time to gauge design effectiveness. Later, I transitioned into overseeing Marketo operations, specifically nurturing streams and forms, to support our inside sales team, following a workforce reduction.
COLLATERAL & MARKETING MATERIALS DESIGN
At CareAR, I led the creative services team in designing countless top, middle, and, bottom-of-the-funnel collaterals such as white papers, eBooks, case studies, Infographics, brochures, getting-started guides, and more. I love working in Adobe InDesign creating engaging layouts, reusable templates, and easy-to-navigate table of contents.
