Ram Visual Style Evolution
Agency: Huge | Client: Ram Trucks 2023 — 2024Lead Art Direction
Visual Design Animation
Editing
Production
Tools used:Figma
Photoshop
After Effects
AEUX Plugin
A Fresh Set of Treads
As the digital media AOR for Ram, it’s our responsibility to make sure we maintain a fresh approach to messaging and creative. In 2023, Ram introduced a new brand font and styleguide, but it was lacking direction and intention. Our team wasn’t going to take this as an opportunity to complain though — I decided we could share our input and evolve the style to a higher purpose.
Taking this new style as an indication to refresh things, I helped lead an effort to upgrade and evolve the visual language of Ram’s messaging. With a tight leaded and tracked font, and a slight forward lean (-13° to be precise!), the new style spoke to Ram’s forward thinking and power. I helped lead efforts to create a style guide internally to help us align, and that styleguide was sent out to other agencies, and now the design language can be seen living across creative on many different placements.
The efforts I was a part of saw a boost in click through rates and engagement, proving that thoughtful design is always worth the investment in time and efforts.
I helped introduce our new, slanted style that helped maintain our fresh approach to the typography and layout throughout many creative executions, but our favorite is social media carousels. We were able to boost engagement by including masked clips of the next images in the series to encourage users to follow through with their scrolling.