LinkedIn for Creators
✨ my role: lead designer • art director ✨
As LinkedIn was amplifying its investment in creators on the platform, I was tasked with creating a look & feel for creator communications. Many creators who are prolific on other social platforms aren’t sure what LinkedIn is really for. Through our creative strategy, we sought to tell the creators of the world, LinkedIn is for creating conversation, for reaching an engaged audience, for sharing ideas, for telling your story… LinkedIn is for you. The goal for this visual system was to communicate this strategy through an aesthetic that felt deeply rooted in the LinkedIn brand while also reflecting the energy, vibrancy, and momentum of the creator community.
The visual identity & style guide:
Putting the theory into practice:
Welcome, creators!
This digital-first visual identity went IRL in print with a welcome gift for participants in LinkedIn’s inaugural Creator Accelerator Program.
We set out to create a premium unboxing experience that balanced sustainable, natural materials with the color and energy of the creator look and feel. The gift itself was a Pivo starter kit to enable hands-free video recording — an item that was new to the market and not yet widely released. The packaging featured a lightly branded wooden box that could be repurposed for future use and unveiled a thoughtfully crafted welcome note that integrated into the packaging for the product itself — all housed within a reusable drawstring tote.
Capturing the art of content creation:
As part of this visual system development, we created an image library featuring real creators who use LinkedIn to connect with their audience. These images are meant to reflect the diverse range of voices on the platform and provide an authentic, behind-the-scenes look at how these creators do what they do. As part of this process, I provided initial art direction for the intention of the shoot, selected creators and locations, made final image selects, and directed recolor and retouching.
