BetterHelp Marketing

For BetterHelp, the primary ad creative goals were to increase click-through rate and conversion rate across their ads. Since the brand was relatively new at the time, I also needed to create an engaging art style and numerous visual stories. I experimented with a variety of styles like vector, paint, and photocomps, but ultimately settled on watercolour pencil. The style presents a balanced approach to colour, emotion, theme, line, and copy.

This style pairs difficult themes with bright colors. This balance successfully resonates with people who are struggling and need help. It also allows flexibility to explore visual metaphors and engaging imagery to create stable ad performance. Some metaphors explored include drowning, shadows, toxic relationships, hiding behind a mask, and healing.

In total, I created over 300 Illustrations, storyboards, and videos across my involvement with BetterHelp's marketing.