Overview

This concept explores a launch direction for Ortto’s new ‘AI Audience Suggestions’ feature. The objective was to create a bold, intuitive campaign to drive both awareness and product adoption. The creative direction leans into Ortto’s existing visual language, expanding the brand’s use of purple (already associated with AI across their site) to create distinctiveness and clarity.

There’s a strong opportunity here to treat Ortto’s AI capability as a distinct layer within the broader brand system, not a separate product, but something with its own identifiable tone and aesthetic. This concept brings that to life with a clear, ownable visual approach designed to cut through and scale across channels.

Responsibilities

Conceptualised and delivered the creative for a product feature launch across UI, campaign, and channel assets. Designed all components end-to-end in a 72-hour turnaround, including visual identity expansion, campaign creative, landing page mockups, and channel-specific rollouts (EDMs, social). Extended Ortto’s existing brand system with a distinct AI layer, positioning the feature as a hero moment within the broader experience.