Digital design and motion graphics for Guardian Life Insurance.
As a Digital Designer for Guardian Life’s Creative Services team, I was tasked with leading the creation of social media graphics.
During my 6-month contract, I created over 50 static graphics, 10 videos, 5 multi-slide carousels, and a Figma component library containing a template set for different sizes and layouts for social media.
Before I started in December of 2023, their average engagement rate was 3%, which is higher than the average rate for financial service industries on LinkedIn. Guardian’s engagement rate increased to an average of 6–8% from January to April 2024, more than doubling, thanks to my inclusion of carousel and video content.
Guardian MarketPerform™
In April 2024, Guardian launched their new registered index-linked annuity (RILA) product called Guardian MarketPerform™. In anticipation of the launch, the creative team was tasked to pitch a series of 4 explainer videos for social media to inform their audience (45-55 years old) about the benefits of RILA as a diverse asset for their retirement portfolio.
Working closely with a copywriter, we storyboarded 5 videos to explain and simplify the benefits in under 15 seconds, using bright colors from the brand’s color palette to entice folks to learn more about MarketPerform™ on Guardian’s website.
The campaign was a success, and two of the videos were the top performing posts on Guardian’s LinkedIn, with an engagement rate of 5.85%, outranking the annual report post which landed at a respectable 5.75%.