Paved
Timeline
2018-2020
My Role
Product & Visual Design, Branding
Contributors
- Project Manager – Claire Heginbotham
- Copywriter – Claire Heginbotham
- Developers – Youness, Heliton Nordt
- Designer – Robert Mayer
Shaping the future of email advertising
Challenge
Paved is a New York-based startup that streamlines email ads and sponsored content. It is an advertising platform with a set of tools for publishers and advertisers that allows effortless access to in-demand audiences at scale which has already been appreciated by companies like Nextdoor, Square, Noom and Monday.
Paved’s ecosystem includes Curated Newsletter Marketplace, Targeted programmatic ads, The embedded Booking Wizard, Verified Publisher Profile and Metrics, Real-time analytics, Ad performance reports, and Payment gateway.
Solution
For this project, I collaborated closely with Claire – a marketing guru at Paved, and John – a CEO. We needed to define a brand voice, company image, and incorporate that visually in website design. Another big part of this project is to dig in the company core products: marketplace and ad booking process.
A comprehensive solution to email marketing campaigns
Companies that grow quickly tend to outgrow their brand and digital products consequently. To sum up, Paved needed to completely redesign the website to make it more modern, streamlined, and easier to use. Also, reworked the marketplace with all the publishers' listings search and profiles, and launch a special booking app that would be integrated in customer's websites.
One place for all product offerings
One of the most important design decisions for any homepage is determining what content merits homepage coverage. It must communicate in one short glance where users are, what company does, and what users can do. If we miss the mark here, it's nearly impossible to recover.
Concept for the uplifted branding
Along with the renewal of Paved's web presence, it became apparent that there was a need to step up in brand identity as well. We wanted to make it simple, trustful and standing out from the other platforms. Below is a concept for the main brand direction.
Booking Modal
A booking modal is a stand-alone component for companies selling ads in their newsletter. Works just like Stripe or Gumroad widget, but for managing ad sponsorships.
There’s no more need to have back and forth communication and creative validation to post an ad – everything in one place, automated.
