DiscountFilters.com
Senior Designer
ECOMMERCE DESIGN - EMAIL CREATIVE LEAD - BRAND BUILD - UX/UI DESIGN
DiscountFilters.com experienced a sales boom during COVID. A no-contact, ecommerce company that sells filters and other products that help to create a cleaner and healthier home was just what the public wanted. With the growth, the marketing department wanted and needed help. I applied and was offered the position of senior designer. Our team took the brand, and evolved it into a more lifestyle feel, resonating with homeowners. Because really, nobody wants to buy filters.
Directive:
“Our name is ‘Discount Filters’ but we don’t want to be an online bargain bin. We do want to be associated with good deals and sales and maybe have a taste of that in the brand, but we want to feel more like a quality brand that home owners can trust and enjoy. We specialize in air and fridge filters but want to get away from that manufacturing type feel on some level. We want to make filters sexy.”
Promotional video edited with curated stock footage, wrote script and hired voice over actor. 2023.
Building Assets & Curating Our Look
Before our brand change, the company had a look of manufacturing images, text heavy graphics and bland stock photos for all communication. The creative director and I created a plan of photoshoots with our products being used by real people, a better collection of stock images to use and higher quality product photography in general.
Creating the Brand Guide
We had to lay a foundation and have direction before we could basically rebrand. I created a brand guide to set us off on the right path.
Email Redesign
Being given full creative control over email, we were able to explore and finesse the brand until it landed in a sweet spot.
3 weekly sends - Over 3 million subscribers - Averaging 300k in revenue per send
Filter Change Reminder
Automated email design sent 3-6 months after purchase of product to persuade reorder.
Cross Sell
Automated email design sent 5-10 days after purchase of product to promote other filters.
Who We Are - Ads & Asset Creations
We are families. We are homeowners. We want to be healthy and to save money. Curated images, wrote copy and designed ads to show to push the brand in a home owner / family direction. Our customers buy filters not because they want to, but to keep a healthier home for those they love.
Growth Hacking Strategy
One of the things this company was great at was encouraging employees to explore ideas for growth and then present them to the team.
Idea #1 Testing a subscription program model and how it may look. We worked with an influencer for visual assets.
Idea #2 Deal of the Day. How could we incentivize customers to come back to our site or to social daily? Could we grab those coupon watchers and grow by word of mouth?
Packaging & Exploration
I designed a variety of digital filter packaging to be A/B tested against the competition on Google shopping to see which performed best.
Outranking the Competition
Part of the challenge was creating a design that performed well against the competition in Google shopping. We tested a variety of digital packaging and the clicks they received.
I was also the lead on exploring new packaging labels for our fridge and water filters below. We had started to develop a new design and multicolor system to help customers recognize their needed model easier.
Tested new shipping box packaging and tape design that is more fun and creates more brand awareness when you see these bold designs sitting on your neighbors porch.
Getting Social
Assets for campaigns & promotions, creating home owner style content with stock and custom footage.
Miscellaneous Fun Projects
A few projects I enjoyed creating.
1. Motion video for Hydro-Flo filters. 2. Whole house filter concept flyers for Hello Fresh inserts. 3. Indiana Made badge for brand implementation. 4. Corporate T-Shirt design. 5. Fridge magnets that come with fridge filter orders to remind to reorder and keep brand in mind. 6. Website popups. 7. Indy Car Sponsorship Wrap.
