As Art Director, I led the creation of static ad creative for social platforms, particularly Instagram and Facebook. The primary focus was to drive sign-ups for Robinhood Gold, a premium offering with benefits like enhanced research tools, margin trading, and access to a higher interest rate on cash balances. A key challenge was the integration of changing interest rates into the creative, which limited flexibility and posed constraints on the creative direction. Despite these challenges, my team and I delivered highly polished, eye-catching designs that effectively communicated the value of Robinhood Gold.

Key Responsibilities:

Creative Direction: Guided the overall aesthetic and messaging for static ads, ensuring the visuals were bold, modern, and aligned with Robinhood’s brand voice while effectively highlighting the benefits of Robinhood Gold.

Design Execution: Led the design team in creating polished and visually impactful ad creatives that would stand out in users’ social media feeds. Focused on using clean typography, strong color contrasts, and simple but compelling imagery to draw attention quickly.

Adherence to Constraints: Managed the integration of constantly changing interest rates into the creative without compromising the overall design. This challenge required a balance between delivering clear information and maintaining a visually appealing, consistent brand identity.

Cross-Team Collaboration: Worked closely with Robinhood’s marketing and product teams to ensure that each ad reflected the most up-to-date offers and financial details while maintaining alignment with broader campaign goals.

Outcome:
The static ads achieved strong performance across Instagram and Facebook, driving increased sign-ups for Robinhood Gold. Despite the constraints posed by fluctuating interest rates, the creative was polished and attention-grabbing, resulting in high engagement and improved conversion rates. The designs were well-received for their clean, modern aesthetic, which helped Robinhood maintain a premium brand image while promoting the benefits of Robinhood Gold.

Takeaway:
This project highlighted the importance of balancing creative flexibility with brand consistency, especially when faced with external factors like changing financial data. It reinforced my ability to lead a team in creating high-quality, eye-catching designs within tight constraints, ensuring the final output met both business and brand objectives.