Bloomreach

Overview
Visual Systems
Brand Awareness Campaign
Product GTM

Role
Sr. Visual Designer
Dec 2021 - Nov 2024

In the hypergrowth space of enterprise martech, Bloomreach offers an all-in-one ecommerce solution that integrates customer and product data to enable magical online shopping experiences.

I was primarily responsible for evolving the Bloomreach brand, but with the explosion of Generative AI onto the scene in 2024, I was tasked with developing a standout visual system for Bloomreach’s marketing automation AI. The challenge was being the first to go to market, and introducing a one-of-a-kind identity in a fast-paced and fiercely competitive industry.

Personifying a familiar feature.

While many orgs were attempting to now build a product with AI, ours was already incorporated into all Bloomreach products and solutions. I just needed a way to visually pull it out of the brand and give it a voice that aligned with our vision of providing “limitless” commerce experiences for customers. In collaborating directly with our CMO, content team, and other contributors, we crafted the name Loomi – a personified element of our AI features, and a signature offering that would be unique to the brand alone.

The next step was analyzing how AI had been visualized already. I found many repeated concepts that had given it a stereotype in certain ways, which began the iteration journey on how to incorporate Loomi AI into our omnichannel presence.

Defining an AI-powered digital experience.

That big breakthrough moment occurred after reviewing our win/loss analysis with recent customers, in which a number of them mentioned that our cohesive branding and understanding of ecomm challenges is what led them to a demo. This powerful statement pushed us towards a more thoughtful visuality with a focus on our core personas (merchandisers & marketers) and how we’d built an integrated AI solution just for them.

The visual language that resulted was a beautiful yellow “Loomi light” element that would flow and burst out from our digital products, giving a sigh of relief to our customers who’ve been waiting for an easy-to-digest AI product. Coupled with a more direct & familiar “Powered by Loomi” badge on product images, initial testing showed this strategy was well received by customers and partners alike. This confirmation led to an opportunity to help lead the development of an entire brand awareness campaign across video, web & mobile, email, paid social (ABM, demand gen), thought leadership, and other digital channels – resulting in overachievement in campaign KPIs and a measurable uptick in pipeline and closed-won sales.

Video brand awareness campaign