Skype Brand
Skype has grown into a true global phenomenon, touching the lives of over 300 million people, and accounting for 1/3 of the total of all long distance calling minutes that happen across the planet. Everyday millions of people share and do things together on Skype. As a creative director for the brand, I was responsible for overseeing the creative direction from campaigns, partnerships, social to email; collaboratively working with the internal creative team, outside agency and different channel owners.
brand video
Skype is universal – our users are from different countries, speaking different languages and ranging in ages. Skype is useful – our users employ a variety of ways to keep in touch, including video, calling, IM, file sharing, and video messaging.
Skype is wonderful – through all these conversations, opportunities and special moments are created, making life richer. The brand video captures snippets of these everyday moments.
Photo LIBRARY
Custom Skype photo library, currently numbering over 300 photos. Skype is about real people and real stories. It’s about capturing the authentic moments of communication whether it’s sharing a laugh, showing off something or doing an activity together. The photo library captures the two sides of the conversations. In situations where a device is shown, it is clear that Skype is the facilitator of that conversation.
email redesign & guidelines
Thinking first of the mobile experience, the responsive modular system was created to allow flexibility yet overall brand cohesion. The design system can be applied to various emails tracks; from trigger, on-boarding, campaign, to service emails. Guidelines were created to help the internal teams and external agencies.
7 day user behavior
The first seven days are a critical time for Skype users. The data shows that depending on the features they use as well as the frequency of their use, a customer will either continue using Skype or stop. Working with the analytics team, hard data was transformed to tell an engaging story that can help determine what efforts are needed to retain users.