Episódios
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In this episode, Charli talks with Julian Lehr, part of the “Magic Team” at Linear. They discuss the intricate world of marketing design and content creation, and how these elements work together to enhance user experience. Julian shares his process for crafting engaging landing pages, and how tight collaboration makes it all possible. Julian also talks about the challenge of creating content with substance, why he describes what he does as “packaging design”, and what makes a powerful first impression for a product.
Key Takeaways
01:30 - Why Julian describes what he does as “packaging design”03”10 - The “Magic Team” at Linear 07:15 - How designers collaborate at Linear09:30 - How Linear approaches content marketing and storytelling15:40 - Where content fits in the design process18:45 - Julian’s process for writing and creating the Linear homepage27:41 - How Julian and his team worked through the challenges of a homepage redesign36:40 - The design community’s reaction to the new Linear homepage39:18 - How Linear measures the success of a website41:40 - What’s next for the website43:54 - Other projects Julian is working on48:50 - Processes and tools at Linear53:12 - Julian’s advice for people who want to create impactful marketing designLinks
LinearJulian on TwitterJulian on LinkedInConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli talks with Piotr Śmietana, Director of Brand and Marketing Creative at Superside. They discuss the innovative structure of Superside’s marketing creative team and the significant role of each individual's creative voice in shaping the brand's future. Piotr dives into Superside’s brand refresh, the use of the “Brand Collab” Slack channel for fostering collaboration, the concept of Creative as a Service, and how they have bridged some of the difficulties of remote work with “astropods”.
Key Takeaways
01:22 - Inside the marketing creative team at Superside03:07 - How Piotr describes his responsibilities04:00 - Collaboration and creative challenges11:16 - How Piotr describes the Superside brand15:03 - Superside’s brand refresh19:14 - The challenges of rebranding22:47 - What are “astropods” and how do they work? 33:43 - What is “Creative as a Service”?44:52 - Metrics, and how Superside tracks performance46:00 - Challenges, and what’s next for Superside47:06 - Piotr’s advice for anyone who wants to create really impactful brand and marketing design workLinks
SupersidePiotr on LinkedInConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli talks with Lin Zagorski Latimer, Staff Brand Designer at Scale AI, about marketing design in the world of AI. Lin discusses the design landscape for Scale AI's two distinct target audiences: AI-enabled and AI-constrained, the creative process behind the company's annual report, Zeitgeist, and the tools used in its creation. Lin also delves into the promotion strategies of Zeitgeist, the importance of appealing content, and leveraging AI tools for successful branding.
Key Takeaways
01:10 - Inside the brand team at Scale AI02:00 - Lin’s responsibilities as a Senior Brand Designer05:05 - Where does the brand team fit within the company structure?06:42 - What teams Lin collaborates with the most08:20 - How Lin collaborates with product designers09:55 - How Lin thinks about the Scale AI brand and their audience15:57 - How has the explosion in AI affected the company?18:42 - Working on the 2023 AI Readiness Report25:07 - How Scale AI works and collaborates with agencies38:01 - Maintaining brand consistency and managing internal feedback40:25 - Challenges Lin is currently facing41:35 - Lin’s advice for creating impactful marketing designLinks
Scale AILin on LinkedInLin on TwitterLin’s websiteScale AI’s 2023 AI Readiness ReportConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli talks with Dan Edwards, Senior Visual Designer at Snyk, about his strategies for exceptional brand design. Together, they go behind the scenes of Snyk’s brand transformation, from the initial decision-making process to the challenging task of creating a brand design system. Dan also shares his insights on collaborating with product and marketing teams, the importance of trust in the process, and some of the hurdles he’s encountered along the way.
Key Takeaways
01:48 - Dan’s responsibilities as Senior Visual Designer at Snyk03:27 - Where does the brand design team fit in Snyk’s company structure?11:26 - Building and implementing a brand design system15:13 - The role of trust in the design process21:11 - What role does the marketing website play at Snyk?23:07 - The process of rebranding the website32:41 - How the design system works at Snyk47:52 - What are some future challenges for Dan and Snyk?51:20 - Dan’s advice for creating impactful brand and marketing design workLinks
SnykDan on LinkedInDan on TwitterFigmaConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli talks with Jess Rosenberg, Director of Brand Design and Creative at Webflow, about how brand design works at the company, their key success metrics, and how they are able to consistently put out high-quality work.
Jess also does a deep dive into how Webflow Conf came to be, and how exactly the brand studio team translated the Webflow brand into a live event.
Key Takeaways
01:32 - What is the brand studio team at Webflow responsible for?02:40 - Jess’s role as Director of Brand Design and Creative04:07 - How do you measure success with a team of multidisciplinary creatives?06:43 - How the bran studio team is structured at Webflow09:45 - How Webflow works with external agencies11:02 - How the brand studio collaborates with other teams inside Webflow16:01 - How did Webflow Conf come together and what was the brand studio team responsible for?22:51 - How Jess’s team created ties between the Webflow Conf sub-brand and the company’s main brand27:25 - Collaborating with the marketing team on a huge event30:57 - Creating demand gen campaign assets33:58 - How Jessica’s team has created a super-fast design system36:33 - How the brand studio team interacts and works with data37:13 - How does Webflow use Webflow?40:59 - How often is the Webflow marketing site updated?42:20 - Jess’s advice to those who want to create impactful brand and marketing design workLinks
WebflowJess on LinkedInInside Marketing Design at Webflow with Senior Brand Designer Johnnie GómezFigmaConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli is joined by David Preston, Senior Brand Designer at ConvertKit. They do a deep dive into how ConvertKit has evolved over the years, what systems and processes have worked, what has needed to change, and what challenges they are still facing.
David was a guest in season two of Inside Marketing Design where talked about his work as the Brand Marketing Manager at Sendible. Since joining ConvertKit in 2022, he has led the charge in some key areas and helped build out new systems that are critical for a small team.
02:17 - Who is on the brand studio team at ConvertKit?04:54 - How would you describe your responsibilities as Senior Brand Designer?08:37 - How the brand studio team collaborates17:13 - What is ConvertKit’s Creator Network?20:34 - David’s process for creating assets28:46 - Design systems at ConvertKit35:47 - What’s next for ConvertKit’s design system?39:36 - How ConvertKit completely overhauled their website44:15 - Charli’s top redesign priorities49:05 - What David is looking forward to solving next54:22 - David’s advice for aspiring brand and marketing designers
Key TakeawaysLinks
ConvertKitDavid on LinkedInInside Marketing Design at Sendible with Brand Marketing Manager David Preston ConvertKit Creator NetworkI Am A CreatorInside Marketing Design at Pitch with Designer & co-founder Jan MartinConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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The idea of reflecting on what you’ve heard and what you've learned is one of the best ways to actually take action on those learning. So, in this episode, we’re looking back at the most interesting and challenging parts of season 03 and distilling some actionable takeaways.
We want to hear your takeaways as well. Please feel free to share them on YouTube or social media, or reach out directly.
Key Takeaways
00:00 - Reflecting is the best way to learn02:05 - The importance of a Brand Manager04:04 - Rebrands06:24 - Product imagery in marketing design09:41 - Design systems12:25 - Data and testing16:07 - Copy and copywriters19:31 - Design founders19:57 - Working with contractors and agencies21:59 - Taking ownership23:18 - What’s coming in season 04Links
Catch up on any episodes you missed:
PitchMonday.comAuth0ZapierSketchPaystackOysterFunding CirclePlanolyChargebeeRightMessageZendeskConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli talks with Design Director, Kristina Alford, and Senior Digital Designer - Design Systems, Meghan Kelley, about creating systems and processes to maintain consistency, foster team connection and bridge silos across a very large organization, as well as how they use goals and functional teams to strengthen collaboration
Zendesk offers customer service and sales CRM tools that businesses use to give their customers a great experience.
Meghan was impacted by Zendesk's recent layoffs and is now looking for her next opportunity to evolve emerging or established design systems. Connect with her on LinkedIn if you’re hiring! https://www.linkedin.com/in/meghangkelley/ -
In this episode, Charli talks with Brennan Dunn, Co-Founder at RightMessage. Brennan is one of only two people at RightMessage, and he talks about how he balances all the various tasks on his plate, including design. Brennan also talks about personalization, and how focusing on specific segments of your audience can lead to a greater connection and, ultimately, higher conversion rates.
Right Message is a tool that helps creators survey their audience to segment them and provide the most relevant content for that segment, as well as personalize their websites to speak directly to a certain audience segment.
Key Takeaways
02:01 - How design works at RightMessage07:17 - How Brennan describes the RightMessage brand14:28 - The strategy behind the new website design15:23 - Tools Brennan uses in the design process17:18 - How Brennan came up with the narrative flow for the new website19:02 - The most challenging parts of the new design22:47 - How long Brennan spends on a design project24:03 - How Brennan uses metrics34:26 - Are there situations where the effort to personalize doesn’t pay off? 40:32 - The biggest challenges Brennan is facing43:01 - Brennan’s proudest design winLinks
RightMessageBrennan on LinkedInOptinMonsterConvertKitVS CodeFigmaTailwindCSSCoolors.coTransistorLaura RoederTypeformPat FlynnDriftConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli talks with Shakthi Hari, Design Manager at Chargebee. Shakthi dives into how he uses systems and processes for everything from team collaboration to design process to iterating and shipping new projects. Shakthi also talks about documentation, and why it’s such a critical component of Chargebee’s process and ability to scale the output of a relatively small team.
Chargebee is a globally-distributed company that helps businesses manage subscription billing and take payments.
Key Takeaways
02:04 - How Chargebee’s marketing design team is structured, and where it fits within the organization03:21 - Shakthi’s role as Design Manager06:518 - How internal collaboration works at Chargebee08:30 - How Chargebee uses design systems10:35 - Taking on large projects16:54 - “Problem-aware” web pages vs “solution-aware” pages24:43 - How and why Chargebee lets the marketing team “design” web pages27:53 - The importance of documentation and why it’s an integral part of the process36:10 - How Shakthi’s team works with marketing goals40:35 - The role of metrics in the design process43:34 - How Shakthi decides what projects to revisit and iterate on51:21 - Chargebee’s design process from concept to launch52:24 - Shakthi’s biggest challenges54:51 - Shakthi’s personal and career goals56:09 - Shakthi’s proudest momentLinks
ChargebeeShakthi on LinkedInThe Design Convo PodcastShakthi's YouTube channelShakthi's websiteAudience Influence Model by Brian CugelmanEat That Frog! By Brian TracyMeasure What Matters by John DoerrConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli talks with Carra Sykes, Design Manager at PLANOLY. Carra talks about the evolution of social media, and how the shift toward video has impacted her team and the need for marketing designers with a broader skillset. She also talks about marketing design challenges, and how she balances her desire for high quality and the need to iterate quickly.
PLANOLY is a social media content management and scheduling tool designed to simplify the social marketing process.
Key Takeaways
02:05 - How does the Marketing Design Team fit into PLANOLY’s overall structure?02:52 - Carra’s day-to-day responsibilities as a Design Manager04:27 - What the Marketing Design Team is responsible for07:08 - How Carra describes the PLANOLY brand08:59 - How PLANOLY maintains brand consistency12:02 - How social media design has evolved15:41 - Carra’s process for creating video ads17:31 - Designing for video vs still graphics24:24 - Marketing a product or feature that doesn’t exist yet27:03 - How marketing and product collaborate at PLANOLY29:01 - Carra’s approach to product imagery in design35:24 - How Carra works through ideas that didn’t work37:00 - Who owns and manages the marketing site at PLANOLY41:18 - Working with contractors and agencies50:02 - The biggest challenges Carra is currently facing53:03 - Carra’s proudest momentLinks
PLANOLY.comCarra on LinkedInHubSpotFigmaAdobeConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli talks with Monika Pawlik, Lead Marketing Designer at Funding Circle. Monika talks about how she and her team have collaborated and stayed a tight-knit group through lots of change, working with external agencies, and how Funding Circle’s most successful campaign came to fruition.
Funding Circle is a UK-based lending platform that offers specialized funding options for small businesses.
Key Takeaways
02:14 - Monika’s role as Lead Marketing Designer04:35 - Where the design team sits in the larger org structure06:24 - How designers collaborate at Funding Circle09:22 - How Monika describes the Funding Circle brand13:01 - How Funding Circle produces TV commercials17:56 - Working with external agencies20:46 - The neon campaign25:43 - The impact of Funding Circle’s most successful campaign28:57 - How much of Monika’s work is print vs digital30:02 - The differences between print and digital design33:03 - How Funding Circle measures the success of print campaigns35:28 - Monika’s biggest challenges37:39 - What’s next for Monika38:23 - Monika’s proudest design momentLinks
FundingCircle.comMonika on LinkedInMarketing Design DispatchInside Marketing Design at Monday.comConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli talks with Justin Rands, Director of Brand at Oyster. Justin talks about the company’s fast growth, and their commitment to design from the very beginning. Justin also discusses how they have evolved the Oyster brand in a way that helps them stand out in a crowded space, and what they love about Webflow.
Oyster is an employment and HR platform that makes it easy for companies to hire people from anywhere in the world.
Key Takeaways
02:14 - Justin’s role as Director of Brand05:18 - Why Oyster uses Webflow for the marketing website07:17 - How brand and product collaborate at Oyster10:24 - How design and marketing work together14:47 - How Justin build out the Oyster’s brand studio team18:21 - How Justin decides what to outsource23:58 - How Justin would describe the Oyster brand25:59 - Goals for redesigning the home page27:33 - How Oyster uses data in design32:08 - Working with time constraints36:05 - Development and project management tools at Oyster38:42 - How Brand Producers function at Oyster42:17 - How the new home page has performed44:41 - Justin’s biggest challenges47:44 - Areas where Justin wants to grow51:34 - The project Justin is most proud ofLinks
OysterHR.comJustin on LinkedInJustin on TwitterLoomInside Marketing Design at LoomWebflowFreigeistConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Charli talks with Tomi Odusanya, Design Lead on the Growth Design Team at Paystack. Tomi has a lot of experience as a designer and developer, so he brings real knowledge to the issues of speed and performance when building marketing websites for people with slower internet access. In addition to those metrics, Tomi talks about how Paystack uses data, the importance of understanding your users, and how to iterate on a live project when it’s not performing well enough. Tomi also talks about the design culture at Paystack and the things they do to foster that.
Paystack is a payment platform for businesses in Africa. They were the first Nigerian company to be accepted into Y Combinator back in 2015, and they are now a remote-friendly team of about 250 people with offices in Nigeria, Ghana, and South Africa.
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In this episode, Charli talks with Sketch CMO, Carly Marsh, and Digital Designer, Osvaldas Poviliunas, about Sketch’s new website, how they incorporated the brand’s personality into the new design, and why it’s so important that product design informs every aspect of marketing design.
Carly and Oz talk very openly about their take on competition, how they think through and design competitor comparison pages, and Sketch’s place in the market. And, yes, they absolutely talk about the fact that their biggest competitor, Figma, has just been acquired by Adobe, and what that means for them.
Sketch is a design tool launched in 2010, and was one of the first tools truly built for digital design.
Links
Sketch.comOz on LinkedInCarly on LinkedInSketch’s developer handoff pageConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Michael Jeter, Creative Director at Zapier, talks with Charli about Zapier’s recent rebrand and some surprising challenges they faced throughout the process. Michael is a fantastic storyteller, and he digs into his ideas about the philosophy behind design and how to communicate its true value. From the use of data and user research to process techniques and effectively managing a team, Michael shares so many valuable insights. You don’t want to miss this one!
Zapier is an automation platform that helps you connect different apps to each other without code.
Key Takeaways
02:23 - Michael’s responsibilities as Creative Director03:30 - Zapier’s Brand Studio team05:59 - How to maintain consistency between Brand and Product06:49 - How a fully remote design team stays connected08:43 - Zapier’s recent rebrand16:32 - The red cord21:02 - Rebranding a rebrand32:56 - When processes need to adapt38:20 - Handling the emotional side of a rebrand42:21 - Redesigning the Zapier homepage44:57 - Getting buy-in on change and dealing with “design baggage”48:54 - Connecting the product to the homepage51:11 - Why quality and impact must be the same for design58:13 - Challenges the Zapier team is currently facing65:15 - What Michael is most proud ofLinks
Zapier.comMichael on LinkedInMichael on TwitterInstrumentConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, Austin Couillard, Senior Brand Designer at Auth0, talks with Charli about how the internal brand team works with external agencies to manage all the brand design needs, as well as the internal relationship-building that Austin considers vital to his work. Auth0 is an authentication and authorization platform that companies can use to make their users' signup and login process really smooth and, most of all, very secure.
Key Takeaways
03:48 - Austin’s responsibilities as a Senior Brand Designer05:38 - What brand designers do at Auth007:50 - Auth0’s creative process09:01 - How brand design works with product design11:43 - How feedback works at Auth014:30 - Working with external agencies21:56 - Merging two brands after an acquisition24:46 - How Auth0 maintains brand consistency27:40 - How template helps deal with change35:02 - How Austin sets goals36:45 - What kind of assets does the marketing team produce?38:45 - How Austin divides his time among many responsibilities41:01 - Challenges Austin is currently facing44:02 - Austin's plans for growth in his career47:50 - The project Austin is most proud ofLinks
Auth0.comOtka.comAustin on LinkedInConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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In this episode, monday.com’s Noga Grinberg and Danielle Hassan talk about how large teams are able to function and succeed using data, collaboration, and ownership. They also go behind the scenes of how they created and launched a massive multi-channel marketing campaign (including a Super Bowl ad). Monday offers workflow management tools that help teams collaborate on projects and stay productive.
Key Takeaways
02:37 - Noga’s and Danielle’s roles at monday05:53 - What it means to “own a channel”08:48 - How feedback works at monday11:25 - How Noga and Danielle ensure brand consistency14:02 - How design decisions are made at monday18:37 - How data fits into the day-to-day 20:44 - Measuring the success of brand awareness campaigns26:36 - Embracing a “data-driven” approach28:00 - Behind the scenes of creating a Super Bowl ad33:56 - Working with external agencies35:31 - What Noga and Danielle learned from making a Super Bowl ad39:19 - When (and how) to revamp a home page42:55 - A/B testing at monday47:06 - How a home page revamp affects the rest of the website49:57 - The main challenges Noga and Danielle are currently facing51:36 - What’s next for Noga and Danielle as creative marketing designers53:20 - Noga and Danielle’s proudest moments at mondayLinks
monday.comNoga Grinberg on LinkedInDanielle Hassan on LinkedInConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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Pitch aims to help teams collaborate on creating beautiful presentations. It was started in 2018 by the co-founders of Wunderlist, including today’s guest, Jan Martin. Jan is both a co-founder and a brand designer, which makes him unique in the SaaS space.
In this episode, Jan talks about how the design-centric DNA of Pitch came from learnings he had at Wunderlist, the importance of design systems that everyone can use, why he’s not a fan of wireframes, and much more.
Key Takeaways
00:15 - Jan’s responsibilities and day-to-day at Pitch04:58 - Marketing and brand design at Pitch10:43 - The creative studio team12:51 - The Pitch brand14:55 - How 3D illustration became a big part of the Pitch brand17:35 - How 3D happens at Pitch19:20 - The symbiotic relationship between brand design and product design22:40 - How to ensure consistency between marketing and product23:58 - Getting your team to follow guidelines26:52 - How creative studio collaborates with marketing and growth29:15 - A design system for the marketing tech team35:50 - How to make a design system “fool-proof”37:49 - Design iteration at Pitch41:45 - Individual and team challenges at Pitch46:08 - Jan’s proudest moments at PitchLinks
PitchJan Martin on LinkedInPitch on TwitterChristian ReberDribbbleFigmaAsanaSpecifyConnect with Charli
CharliMarie.comCharli on TwitterCharli on InstagramInsideMarketingDesign.comSubscribe and stay in touch
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Reflection is an important part of the learning process. It’s not enough to just consume great insights from industry leaders, we need to think about how we’ll apply what we’re learning too! That’s what I’m doing in this episode. Tune in to hear my key takeaways from the season, and some from IMD listeners as well.
LINKS
Catch up on any episodes you missed:
Sendible
HelpScout
Stripe
Notion
Buffer
Instacart
Loom
Dropbox
HelloSign
Shopify
Figma
TIMESTAMPS
0:00 - Why taking time to reflect helps you learn
2:45 - Treating the marketing site as a product
4:25 - Making templates for brand assets
6:00 - There's no time for testing
6:45 - End-to-end branding
9:50 - Learning about team structures
11:25 - Design team culture
12:50 - Small company hustle
14:15 - Brands and sub-brands
16:30 - Learning from a design crush
18:45 - Listener takeaways
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