Super Bowl LVII TV Spot

On January 2, 2023, we learned we had purchased a remnant to air on broadcast television before and after the Big Game. We burned the midnight oil to come up with a concept, inspired by a 1980s classic music video, but adding a modern twist – leaning into the name of our app, the Super App.

Super.com Brand Identity

I led the rebranding of the company from 3 separate entities (SnapTravel, SnapCommerce, Daily Steals) from renaming as Super.com, URL acquisition, visual and verbal identity, design system, illustration system, mascot invention, and website redesign and rebuild, including all content creation for the new brand.

(Credits. Principal Designer, ACD and Lead Illustrator: Joey Chu; Staff Designer and Art Director: Trevor Hacker; Senior Brand Designer: Liz Belte; Brand Designer and Illustrator: Jessica Cook; Senior Copywriter: Brigitte Najarian-Mier; Creative Operations Manager and Project Manager: Kelsie Wilson; Senior Designer: Ethan Manning)

Social Media: Organic Content

My team launched all of our social media channels from scratch (TikTok, Instagram, Reels, YouTube Shorts, and Pinterest), and created all of the content necessary for posting 6x/week. Several videos went viral, with a few earning 1 million, 5 million, and even 15 million views within 6 months. All told, our channels received more than 75 million views throughout 2023. View more original content on our TikTok, YouTube and Instagram accounts.

(Credits. Social Media Director and Head of Content Marketing: Darina Voloshina; Lead Copywriter and Creative Strategist: Mustafa “Moose” Ulker; Senior Designer: Liz Belte; Talent: Parker Brust.)

Meet Spottie.

We wanted our brand to be relatable for our audience, and to stand out from other FinTech and Travel competitors who employed faceless brands, or used a revolving door of celebrity spokespeople to represent their brands. We created the character “Spottie” (named after Super.com being the savings spot for anything you’re looking to buy), and built an entire “Spottieworld” where Spottie lives only to help people save money and build credit.

No one is sure the exact origin of Spottie, but legend has it a pink lightning bolt stuck the pot of gold at the end of a rainbow, and when the smoke cleared, the gold was gone but Spottie was standing there, smiling and clutching a gloved fistful of cold hard cash, ready to disperse to anyone who comes by.

Iconography

My team created a shared iconography system that was functional across product, web, and marketing needs. Each icon had a detailed and simplified version in order to be able to scale for multiple placements.

(Credits. Principal Designer/ACD/Lead Illustrator: Joey Chu. Senior Designer/Illustrator: Liz Belte. Brand Designer/Illustrator: Jessica Cook)

Visual Design in Product

My team often collaborated with the Product team (PDs and PMs) on providing branding, illustrations, animation, iconography, and sometimes UX and UI design support across every section of the Super App. We also collaborated on a shared design system that spanned both the app and the website.

Performance Marketing

My team created hundreds of assets every month for Google Performance Max and Demand Gen campaigns, Meta Channels such as Facebook and Instagram, and various other ad networks such as Taboola and Rokt. Assets ranged in complexity from simple text variants to display ads to animated videos.

Illustration as a Foundation

Our team was stacked with some of the most talented illustrators I’ve ever worked with – Joey Chu and Jessica Cook. Thanks to their talents, we leaned heavily into illustration as the key foundation for our visual brand identity across every touchpoint, from our website to our app to our ads.

Credits & Acknowledgements

In business, everything is a team sport. As such, I’d like to use this opportunity to give credit to, and humbly thank, those with whom I tackled these challenges with, and worked alongside in the trenches day-by-day. If you are reading this as one of those amazing folks, and I missed a name or forgot anyone, please let me know so I can remedy it immediately.

Special thanks to: Radhika Duggal, Kelsie Wilson, Joey Chu, Trevor Hacker, Liz Belte, Brigitte Najarian-Mier, Jess Cook, Darina Voloshina, Ethan Manning, Grady Fike, Hans Bennowitz, Brandt Imhoff, John Rojas, Yzabella Dela Cruz, Giulia Notari, Alexandra Bliss, Mustafa “Moose” Ulker, Wilián Irazabal, Artem Bohatyrov, Parker Brust, Brendan Hathaway, Tina Chong, Gia Johnson, Joe Eck, Taylor Beberman, Ryan Kirkbride, Alberto Bennaroch, Matt Cook, Austin Gianuzzi, Nicole Beck, Tiffany Tang, Lauren Salisbury, David Canji, Alex Ianus, Kevin Keller, Katie Tucci, Danielle Coleman, Rita Zupancic, Brandon Knight, Rajat Gupta, Brandon Knight, and Andy Keleman.