Process & Approach

I led the art direction and design of six flexible Pinterest templates built to balance brand consistency with seasonal adaptability. My process began with research into platform-specific best practices, audience engagement data, and visual trends shared by Pinterest’s media team. Using these insights, I developed a modular system optimized for clarity, accessibility, and relevance. Each Pin was designed with high-performing imagery, clear hierarchy, and strong calls-to-action that felt organic to the Pinterest experience. This approach ensured that every visual aligned with user intent while maintaining Discover’s core brand values of Match and Acceptance.

Outcome & Impact

The redesigned creative system transformed Pinterest from a passive content feed into a high-performing, experience-driven channel. The campaign delivered a 34% lower CPM, a 496% lift in video completion rate, and a 26% lower cost-per-click compared to platform benchmarks. Beyond the metrics, the new system improved creative efficiency for future campaigns and strengthened Discover’s brand connection with users by meeting them where they already seek inspiration.

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