Creative Direction
Launch Video
Product Screenshots
Marketing
Product launch · Webdam
Workstream Launch
The launch of Workstream, Webdam's project management tool for creative teams. It was an add-on, sold only to companies already on Webdam, so the launch had to win new interest and move the existing base to upgrade at the same time. I led the creative and, as the exact user the product was built for, worked hand in hand with the product team on the UX and UI.
The product
A launch for an add-on, not a standalone.
Workstream was Webdam's project management tool for creative teams, built to move creative work from brief to approval faster. It was not sold on its own. It was an add-on for companies already running on Webdam, so the launch had two jobs at once: build outward-facing awareness with the creative directors and designers who would use it, and give the existing customer base a clear reason to upgrade.
Brand in the product
I was the user, so I helped shape the UX.
Workstream was built for exactly who I was: a creative director living inside review cycles and approvals. So beyond the campaign, I worked closely with the product and product design teams on how the product itself should look, feel, and behave. I gave feedback on the UX and UI and helped bring the new brand to life inside the product, down to the buttons, states, and the review flow itself.
Alisha A.Love it. Can we push the logo bigger and warm up the background?
A quick recreation of the Workstream review UI I helped shape: comments pinned to the work, clear states, and one-click approvals.
The launch
One launch, two audiences, every channel.
We ran the launch across every channel the audience lived in, on two fronts at once: an outward-facing campaign to bring in new creative directors, and a parallel push to move the existing Webdam base to upgrade. A launch film set the story, a product-led email went to customers, and a content-marketing guide gave the sales team something to lead with.
The Workstream launch film.
The launch email to existing customers, and the "Dominate the Deadline" guide for new prospects.
The launch's live activation
We took the launch to the show floor at Adobe MAX, screen-printing "Creative Briefs" for a room full of creative directors. It tripled our lead goal.
What I took from it
Takeaways.
A creative director who speaks product
Because I was the user, I could sit with the product team and shape the UX and UI, not just the campaign wrapped around it. I like being close enough to the product to make it better.
Launch to the base you already have
An add-on lives or dies on the existing customers. Running a prospect campaign and an upgrade push side by side, across every channel, is what made the launch land with both at once.