Social Image Production
A Typical Corporate Design Workflow
Initial Request
Prompt: A social media graphic is requested for a Family Care promotion.
The project manager requests a working-age person taking care of an elderly person or a mom with a newborn.
Iteration 1
I find two images matching the request as pre-licensed content on the company server.
I look for images with copy space in the corners to include the Sun Life logo and a text disclosure while maintaining legibility standards.
I then use Photoshop to adjust the lighting to match the warm color palette expected in branded images and generatively expand the edges to fit the requested size.
I then bring the edited images into Illustrator, where I add the logo and text disclosure in brand-consistent fonts. This project is now complete, so I export it and send it back to the product marketing team for approval.
Product Marketing Review
The product marketing director responded that the images are "too literal and too female." They requested more diversity in caregiving roles, such as a male caregiver or an intergenerational family.
They also requested a change in disclosure text.
Iteration 2
I once again searched for in-brand images that match the request. After editing the color and lighting in Photoshop, I used the same Illustrator template as before to lay out the finished graphics.
Product Marketing Review 2
Once again, the director requested more demographic diversity in the image, specifying a woman of working age taking care of a male family member.
An additional title and an edit to the text disclosure are also requested.
Final Iteration
I then found images on Adobe Stock that matched the specific requested subjects and edited them in Photoshop to match brand standards. I formatted a banner at the bottom of the image to provide a plain backdrop for the text, as the busy images made it unclear.
The images were both approved by the product marketing team. After some additional copy changes, the job was complete, and both of these images were posted to Sun Life's social platforms.
Impact
This provides an example of a typical creative production timeline and process. In my role, I completed 2-5 creative production requests per week, including promotional videos, social media graphics, and informational flyers. Each one involved a similar iterative process involving back-and-forth communication and editing.
Additional Work Samples
Event Promotion and Workday Partnership
Animated using Adobe After Effects
October Holiday Graphics for Social Media
Photos from Adobe Stock, edited in Photoshop, laid out in Illustrator
