iyO is a tech startup developing AI-powered ear-worn computers
My role spanned the full creative process: auditing and refining their existing brand, building a design system to ensure visual consistency across platforms, concepting campaign directions, and designing the paid ad creatives with the goal of increasing preorders for their flagship product launch.
iyO is a tech startup developing AI-powered ear-worn computers
My role spanned the full creative process: auditing and refining their existing brand, building a design system to ensure visual consistency across platforms, concepting campaign directions, and designing the paid ad creatives with the goal of increasing preorders for their flagship product launch.
iyO is a tech startup developing AI-powered ear-worn computers
My role spanned the full creative process: auditing and refining their existing brand, building a design system to ensure visual consistency across platforms, concepting campaign directions, and designing the paid ad creatives with the goal of increasing preorders for their flagship product launch.
Role:
creative strategy
art direction
graphic design
content planning
company:
sense of agency
The Strategy
The Strategy
The Strategy
When I audited the existing ad creatives, there was a trust gap. Audience feedback was notably negative toward AI-generated or heavily edited content, which had been used previously. High reach wasn't converting because the creative wasn't building confidence in the product.
I proposed a shift toward authentic, human-centered creatives that showed the product in real use.
When I audited the existing ad creatives, there was a trust gap. Audience feedback was notably negative toward AI-generated or heavily edited content, which had been used previously. High reach wasn't converting because the creative wasn't building confidence in the product.
I proposed a shift toward authentic, human-centered creatives that showed the product in real use.
When I audited the existing ad creatives, there was a trust gap. Audience feedback was notably negative toward AI-generated or heavily edited content, which had been used previously. High reach wasn't converting because the creative wasn't building confidence in the product.
I proposed a shift toward authentic, human-centered creatives that showed the product in real use.
Results
Results
Results
The shift from polished, AI-generated visuals to authentic, human-centered creatives combined with a refined brand system, clearer platform strategy, and stronger CTAs drove significant improvements in monthly purchases, CPA, and CTR across all Meta, Reddit and X.
Branding
Branding
Branding
Before moving into campaign work, I refined iyO's visual identity and created a structured design system, establishing clear guidelines for typography, color, and layout that ensured consistency across every platform and format.
This gave the paid creatives a cohesive, recognizable look regardless of whether they were running on Meta, Reddit, or X, and gave the brand a foundation to build on beyond this campaign.
Before moving into campaign work, I refined iyO's visual identity and created a structured design system, establishing clear guidelines for typography, color, and layout that ensured consistency across every platform and format.
This gave the paid creatives a cohesive, recognizable look regardless of whether they were running on Meta, Reddit, or X, and gave the brand a foundation to build on beyond this campaign.
Before moving into campaign work, I refined iyO's visual identity and created a structured design system, establishing clear guidelines for typography, color, and layout that ensured consistency across every platform and format.
This gave the paid creatives a cohesive, recognizable look regardless of whether they were running on Meta, Reddit, or X, and gave the brand a foundation to build on beyond this campaign.
