Building Brand Awareness and User Trust
Designing marketing materials to build brand awareness across New York City and foster audience trust by showcasing product solutions aligned with their needs.
Client
NYC Mayor’s Office for Economic Opportunity
Scope
Marketing Materials Development
Tools
Figma, Adobe Creative Suite
Role
Marketing/Graphic Designer
Project Overview
Our stakeholders at the City Intake Center tasked us with increasing user sign-ups for My File NYC, a mobile-web application that helps New York residents upload vital documents to apply for essential city services. As a Graphic Designer, I was responsible for identifying alternative solutions and designing effective marketing materials to boost brand awareness and build trust. This work included producing an informative advertisement video to highlight key features and the brand's messaging, while also ensuring all materials accommodated a diverse audience with necessary translations.
Design Approach
I began by reviewing and iterating on the previous designs, then applied updated design guidelines to the next wave of marketing materials. I led a design critique workshop with product managers and stakeholders to gather insights for the designs, which included one-pagers, quick-start guides, and palm cards. Additionally, I attended the next in-person workshop at the City Intake Center, connecting directly with the audience to answer their questions and build trust in My File NYC. This hands-on experience allowed me to capture insightful feedback to ensure the materials were readable, visually compelling, and aligned with the brand's messaging.
Marketing Process
After receiving feedback, I ensured the final marketing materials clearly incorporated stakeholder input and brand guidelines. The messaging was designed to build trust in both My File NYC and the City Intake Center employees. I coordinated the printing process, ensuring an adequate quantity of print-ready materials for the next in-person workshop.
With the materials ready, I needed to create an advertisement video, which displayed the importance of My File NYC and provided a visual walkthrough for users. To accommodate a diverse audience, this video was produced in three different languages.
A few days after the workshop, we attended the stakeholders meeting to review the sign-up numbers. With the produced marketing materials, the City Intake Center gained over 500 new users for My File NYC, successfully achieving the project's target goals.
Thank you for reading!