TASKS

In this project, I was responsible for art direction and graphic design, developing visually compelling Pins that aligned with Discover’s brand platform while being native to the Pinterest experience. I interpreted “what if” creative prompts into actionable concepts, each rooted in platform trends, seasonal relevance, and user interests. Working closely with the strategy team, I ensured that our visuals reflected core brand pillars, like Match and Acceptance, while adapting seamlessly to Pinterest’s best practices. The creative needed to deliver awareness and consideration while still feeling organic to the platform, requiring a nuanced balance between brand identity and user-first storytelling.

CHALLENGES

A key challenge was transforming Pinterest from a passive content repository into a strategic, performance-driven platform for Discover. Historically, brand assets were simply repurposed, lacking intent or connection to Pinterest’s unique behaviors and audience expectations. We needed to reframe the platform as an opportunity to drive brand consideration by creating content that felt native, timely, and personalized. The goal was to reach users who rarely thought of Discover and inspire them to see the brand as one that understands their lifestyle and rewards their everyday moments. By aligning with platform trends, seasonal relevance, and user interests, our work exceeded expectations, delivering a 34% lower CPM, a 496% lift in video completion rate (VCR), and a 26% lower cost-per-click (oCPC) than Pinterest’s benchmarks. These results confirmed our hypothesis: designing specifically for the platform significantly improves performance across brand awareness and consideration objectives.

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