LINKEDIN SOCIAL
To help in coming up with concepts for all of the social content that would live on LinkedIn’s social feeds, a global audience.
My role:
As one of the art directors on this team, I helped to bring relevant insights, learnings and social trends to help develop social content that worked in conjunction with LinkedIn’s social strategy. I worked at designing various design needed for social posts, as well as engaged in some copywriting when ideas involving content creators needed VO.
Another exciting role that I was engaged in was working as an Art Director alongside Design Director, Reham Ibrahim. We worked together to help design and develop a entire new set of design principles and look and feel across LinkedIn’s social platforms and their newsletter.
The Ask:
THE WORK
THE WORK
LinkedIn feed pre-design exploration
LinkedIn feed post-design exploration 🔥
LinkedIn x Duolingo post on how to translate workplace jargon 💚
LinkedIn post on the importance of prioritizing mental health and taking well deserved paid time off 🛫🌴
IG Reel: Dodge Lifestyle Creep
DESIGN EXPLORATION
DESIGN EXPLORATION
Photography
My Role:
I helped to develop a creative direction for the use of Photography on LinkedIn's platforms and newsletter. LinkedIn wanted the photography to feel well intentioned, authentic, and speak to the various careers, work styles, and spaces people choose to work in, (also referred to as “the world of work”). This work was aimed at being used most by LinkedIn’s “In the Loop” newsletter, which is read my millions!
Portrait
Portrait style photography depicts people in the world of work. Whether we are featuring business owners, laborers, or service workers etc., we want to showcase their natural selves in their working environment.
This style of photography is used as a storytelling element, one that makes our audience feel as though they are sitting in the room with them.
Micro-Detail
Getting into the details of work by narrowing in on the tools, work benches, and operations, grants our audience behind-the-scene access to how the world really works. Shots that focus on micro-details create a sense of intimacy and warmth, calling attention to the human connection that makes work special.
Action
To understand how good someone is or passionate about their job, it is sometimes best to capture them in action. Through action shots, we can get a look at people who are actively engaged in their careers, active in their workplaces and with their peers, and interested in working collaboratively.
Textural Backgrounds
My Role:
As a part of this design principles exploration, we also explored how we could add more dimensionality and life to static social posts. One way we were able to do that was through textural backgrounds. Listed below are the three areas we identified would work best with LinkedIn’s social strategy.
Photography
Textural photography was thought of to always work in conjunction with the concept of the social post. Its intention is to not be unnecessarily distracting, highly edited, or feel too stocky. It should feel authentic, un-staged, and real to the world of work.
Colors & Gradients
Colors and gradients was thought to be used as backgrounds for shorter pieces of UGC content or LinkedIn text post “screenshots” (less than 9 lines of copy). They are also helpful to use whenever it is difficult to find a relevant background image to support the content of the post.
UGC Post
Duplication was one easy way to make UGC posts more interesting. This design treatment was designed to only be used sparingly as it can quickly become too bold and busy, but perfect for messages that warrant it.
PRAISE
PRAISE
This idea helped win an RFP !
LinkedIn pitched several agencies to see who could help produce some of the best creative work. With this work we are now the AOR for LinkedIn! I was happy to contribute to this work and sell the creative ideas into clients along with the other amazing members of my team.
“Josh is an artist. How he approaches art direction and storytelling is true to his lived experience. Confident in his perspective, I've witnessed Josh push strategic briefs to clarity, contribute ideas that win new business, and once won he executes quality deliverables for our clients. LinkedIn is one of my favorite examples of this. Not only did he help win this work, but his partnership with design established the visual ID for their social expression.”
- Taj Reid, Global Chief Experience Officer at Edelman