Collection of projects I created during my year there as a Marketing Graphic Designer.
Construyo is a Berlin startup in the construction industry, that has made it their mission to shape the residential construction industry in a new customer-centric and future-oriented way. They are lowering the barrier for consumers to (re-)build their homes by leveraging technology. They offer an integrated solution for smooth and efficient project performance for every homebuilding project.
eBook — the ultimate guide to home building
This was one of my first big projects at the company, I pitched it to my manager during my first week. My idea was to transform a lengthy text article into a handy downloadable guide, in an effort to exchange the free download for collecting email addresses for our CRM journey, making sure we would be their go-to source for information regarding construction planning, and be top of mind once the client was ready to start their building journey. This project included the design of an eBook, a landing page, and the CRM emails that would follow.
≈500
Downloads in the first few months
I started the project by going over the article structuring it into chapters and sections. While I was doing this I also asked a few of our experts to read over it and let me know if anything needed to be updated or if there was any information missing or any frequently asked questions or tips they knew about. I then went through everything with our copywriter trying to find sections that could better be explained visually and making sure the information was easily understood by a reader without background knowledge on the topic. While the copy writer worked on simplifying the texts I started designing the layout in InDesign, as well as creating the illustrations and icons. We then put everything together and had a few back-and-forth interactions getting feedback from different stakeholders and making improvements. It was also kept in mind that the final product would be easy to update or add sections in case an update was needed, later on.
Responsibilities:
Project Lead
Information Architecture
Editorial Design
Data Visualisation
Illustration
Iconography
Here you can view the full guide:
Icons for construction topics.
Construyo often uses narrative icons in their communication whether it's on a landing page, presentation, or a sales handout. The topics are often very niche in the construction industry making it hard to find icons that fit and are consistent. That is why I created a new narrative icon collection. Since the icons are often used on a background in the brand beige color I decided that the icon would use a white and light purple fill as well as the brand's main color dark purple to highlight some main elements. For consistency, there are a few elements that are reused or kept the same throughout like the style of the house, the checkmark shield, the avatar, and the plus/ X symbol. I also tried to keep the icons as simple as possible only having essential elements to portray the meaning of the icons.
Responsibilities:
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Project Lead
Iconography
Illustration
Responsibilities:
Social Media Management
Content Creation
Content Strategy
Data Visualization
Video Editing
Instagram content creation
The company didn't have much of a social media presence before, so I teamed up with a business development manager that supported me with writing the content and captions. We wanted to start working on how we could create a stronger presence without putting too much capacity into this project since it was not a high priority for the company.
We decided the best way was to utilize some of the content and information we already had, Construyo has an active blog where they inform readers about anything related to construction planning. So it was a good choice to use this information and share it on our Instagram and drive traffic to the blog to continue with the goal of establishing the company as a go-to source for the industry. With this information, we created 3 types of posts: an introduction to a blog topic, a quote from that article, and an explanation of an industry term. We also had many interesting projects from our architects, and we used to create 3 types of posts: a project of the week introduction, Floor plans, and a rendering video. Creating this type of structure made it easier for us to bulk create content that was then scheduled for posting.
New Year, new projects series
To start the new year we wanted to use the chance to motivate our audience to start thinking about their upcoming projects. The beginning of the year is a great time to start planning any construction projects you want to start during the year. With the help of our copywriter, we created a 3 post series.
Post one was an introduction to the series and the next 2 posts would guide them on where to get started and what needs to be considered. Post two (carousel post) told them that planning for upcoming projects early on and good preparation was the key to success, asking them to think about their goals, time frame, and budget. Post three (carousel post) was a project planning checklist. Where we talked about the importance of finding the correct building partner, looking into financing, and how to start planning a construction project. We ended the post with a slide about our eBook the ultimate guide to home building and a CTA about the free download link in the bio.
This way we have given our audience all the right tools to start their construction planning journey.
As well as collecting more emails through our eBook download flow.
LinkedIn post for international women's day
I wanted to make a special post for Construyos LinkedIn page to celebrate International Women's Day, especially since the theme for 2022s celebration was "Breaking the Bias". So it was a perfect opportunity to speak about the status of women in the construction industry and highlight some interesting facts. I created this important carousel post with the support of our amazing copywriter.
Responsibilities:
Project Lead
Editorial Design
Information Architecture
Data Visualisation
Website & hero image
Here I worked on a re-design of our structural engineering website, we wanted to make it more visually intriguing and structure the information in a better way. I had the idea to create this hero image showing some of the features of our marketplace in a minimal design. The layout makes it easy to navigate the information, including further information links in the highlighted green texts and CTAs for the next steps. Here you can also see the narrative icons in action.
Responsibilities:
Illustration
Web Design
Visual Communication
Minimal landing page for structural engineering
Here we wanted to try out a more minimal and fun approach to our landing page for structural engineering services. We wanted it to be eye-catching and make people curious, instead of overloading them with information like on our original landing page. We placed the form right on the page and wanted it to be the focal point. To make the page and message more intriguing we decided to go with a bit of humor and use a famous structure like the Tower of Pisa that is famous for it’s structural problems. Using the message: "Your house will not become famous with our structural engineers. The Pisa structural engineers did not take into account that the subsoil was too soft."