I had the privilege of joining Allstate at a pivotal moment, right at the inception of their comprehensive VizID system redesign. This allowed me to play a key role in successfully implementing and expanding the new system across various channels. Additionally, I was presented with a remarkable opportunity to contribute to the development of Esurance's brand during their brand refresh in 2017, where I had the chance to help shape and define a brand almost from its initial stages.
I played the primary role in developing a comprehensive templated email module system for Allstate. Initially designed and automated in Sketch, the system underwent further enhancements and streamlining upgrades a year later using Figma.
The implementation of this system significantly improved the efficiency and consistency of building Acquisition and Transaction emails. It also reduced the workload for everyone involved, from the AD/Designer to the Operations partners.
With over 900 individual components within the system, I ensured that each piece had built-in customizations. Furthermore, I created and published detailed technical specifications and usage guidelines. This enabled all stakeholders in the process to contribute to the oversight of delivering great, consistent work.
In addition, I took on the responsibility of overseeing and maintaining this library. I implemented automated updates to template modules, ensuring that the information and elements remained reliable and up-to-date, all while working behind the scenes.
Some automation highlights showing the ease with which all elements of the Allstate Email Template Module Library can be manipulated. All of this work used to be a combination of inefficient “save-as” and rebuilding steps and still took an unnecessary amount of time. Now building from scratch is faster and more reliable, and easier to keep up-to-date.
These 4 emails are all made from variants of the same 7 modules, and while they they all look different from each other, they remain firmly on-brand. This is just a small sample of the versatility of the system.
This sample QC Reference Document shows the level of detail we created and provided to everyone in the workstream, so that everyone would be equally able to take a proactive role in ensuring our emails are perfect. There are similar docs for each individual module, all of which provide even more granular detail.
During the rebranding of Esurance in 2017, I seized the chance to elevate our existing logo download page into a comprehensive Brand Guidelines Portal. Working alongside the lead Editor, we meticulously crafted an extensive overview encompassing various aspects such as brand personality, voice and tone, photography guidelines, and requests for icon illustrations and grids.
In collaboration with the Editor, I continuously enhanced and refined this portal, ensuring it remained up to date with necessary updates. Additionally, we proactively conducted quarterly trainings for all interested teams, fostering a culture of brand understanding and alignment throughout the organization.
During the 2017 brand refresh of Esurance, we embarked on a new visual storytelling approach, aiming to convey our narrative through subtle hints and capture casual, fun, and empowering scenes that exuded an authentic and natural feel.
As the team leader, I was ecstatic to spearhead this initiative. Through meticulous concept development and streamlined team and talent acquisition processes, we successfully executed an impressive feat of capturing 48 shots in just three days, ensuring efficiency without compromising on quality.
