CANVASLAB.COM



Role: Art Direction / Design / Animation / Product Development


Tools: Photoshop / Illustrator



The main objective was to design the digital identity and scale strategy of the company. Every digital communication and asset would follow the same guidelines. The main challenge was to showcase the products / new collections all while keeping the target audience engaged on our Facebook and Instagram pages.



I started defining the core values of the company, which were:

  • Personalized Images
  • Collections

After that it was decided that the content would be divided into 5 sections:

  • Product Images/Mockups
  • Art Quotes
  • Blog Posts
  • Memes

Each week we would set up the goal for the week and decide the number of posts we would do accordingly. That number would be divided between the different sections with each correspondent percentage. At the end of each week, we would measure results.


All the artworks displayed would have to be on sale on the site so that if any of the posts went viral, which in many cases they did, we could gain some conversions from that traffic.



Each week we would set up the goal for the week and decide the number of posts we would do accordingly. That number would be divided between the different sections with each correspondent percentage.


At the end of each week, we would measure results. All the artworks displayed would have to be on sale on the site so that if any of the posts went viral, which in many cases they did, we could gain some conversions from that traffic.


Some examples:



Product Images





Product images were done to highlight several important factors of the products:


- Quality

- Variety of materials

- Image collections

- Different sizes


All while adding a more human touch to the brand by using ourselves as models for the pictures, along with Instragram stories on the "making of" or behind-the-scenes showcasing the youth spirit of the company.



Product Mockups





In the early days of the company, we couldn't print out our product in vast quantities for different shootings so I came up with the "Bedroom Goals" series.


The main idea behind the series was to showcase our product without having to actually produce it. By doing this we avoided production costs, time and we also achieved the main goals which were to display our collections and showcase the product as something aspirational. Always revolving around artwork and home decor.


The content of these images would be different depending on who was the target audience, soccer fans, new moms, gamers, etc. These images are still used across all social media platforms, and in some ad sets. Everything was computer generated and very difficult to replicate so it gave us a very big advantage over the rest of our competitors.



Art Quotes





A large part of our audience was interested in our art-related posts since that was those were the main sales of every month. It was a no-brainer to double down on the subjects that our clients were purchasing. One of which came in the form of the Art Quotes Series, easy to make and great assets to generate engagement through our social media pages.



Blog Posts





Using a different t technique to gather organic engagement we would use storytelling to connect to potential new customers since it was extremely common for people to share these in their own social networks. Especially effective on Facebook where we would see upwards of 80k shares for these carousel posts.


Each image explains the story and adds the product link at the end of it. Ranging from home decor tips displaying our products to artwork-related stories which we would have on sale.


You can see some of these posts here:

https://www.facebook.com/Canvaslab.mx/posts/2515405538693413

https://www.facebook.com/Canvaslab.mx/posts/2615792025321430

https://www.facebook.com/Canvaslab.mx/posts/2537331759834124



Memes





Another great way to gain organic engagement was the use of memes. Whether modified or using the same artwork offered on our site, these were spread out according to important dates like Valentine's or even the beginning of the pandemic.


Aside from the engagement and traffic generated it also showed the youthful identity of the company.



During this time we saw our Facebook and Instagram pages grow
from 35k to roughly 300k Followers and 11k to 130k Followers accordingly