Danielle Elliott

CreativeLive

 

Over the past six years I've been working with a fab team of folks at online education startup CreativeLive developing content, establishing a brand voice and aesthetic, and heading up brand campaigns. I lead the brand strategy and established the mission, vision, value proposition, and brand attributes. We created a brand book and style guide as a foundation to move forward from and expanded the brand expression through voice and tone, photography strategy, and thoughtful design. From new product launches to concepting & creating new branded content to overseeing the brand’s heartbeat in the style guide and brand book development to building out brand experience pieces in the studios, as the sole brand role in the company I was the thread across teams and executions.

 

 

BRAND PHOTOGRAPHY

Role: Creative Director & Strategy

The CreativeLive brand is anchored in authenticity and the creator's journey. To that effect I crafted a strategy for our photography based around real creators experiencing the creative journey and life’s moments. Images use existing light to help convey the genuine nature of the moment. They showcase creators in progress, tools of the trade, and the in between quiet moments when we come up for air to have a beer or spend time with our loved ones.

 

Photos by in-house CreativeLive photographers.


 

REAL CREATIVE LIVES

Role: Director & Content Producer

As part of a new series about CreativeLive’s community, we developed a short film centered around its founder and CEO photographer, Chase Jarvis. From a brand perspective it was my goal to help students connect with the authenticity of CreativeLive's roots through the founder’s journey.

 

 

PORTRAIT PHOTOGRAPHY

Role: Creative Director & Strategy

One of the things I've had the most fun with at CreativeLive is developing a portrait system.  We needed consistency to showcase instructors and an elevated way to introduce the idea of the people behind the scenes. What better way to show off our creative community than portraits highlighting everyone's personalities? To continue to foster authenticity, the approach relies on available light and utilizes some prompts to elicit candid and natural reactions from instructors, students, and staff.

 

Photos by in-house CreativeLive photographers.


 

EVERYBODY STARTS SOMEWHERE

Role: Brand Strategy & Creative Concept

Originally intended as a localized brand campaign for OOH and print, “Everybody starts somewhere” provided students with an inspirational point of departure to take a creative leap just as their mentors and creative heroes have done before them. We featured instructors and influencers from a variety of backgrounds and illustrated the windy road that is the journey of the creator.

 

 

VOICE & TONE

Role: Brand Strategy

The CreativeLive brand needed to have an authentic voice to pair with real photography so we focused the voice to be personal, conversational, and relatable. Every piece of messaging needed to be relevant to creators who follow their passions and go through the highs and lows of the creative process.

 
 
Voice and tone
 

 

STYLE GUIDE & BRAND BOOK

Role: Brand Strategy & Positioning, Photography Creative Direction

The CreativeLive style guide & brand book are the manifestations of its brand expression. They were created in collaboration with the executives and the creative team. In addition to creating guidelines and best practices across design, copy, and photography, we overhauled brand attributes, shared inspirational stories from the creative community, and set forth a defined mission, vision, and value proposition for the company.

 

 

LIGHT UP THE NIGHT VIDEO

Role: Director & Content Producer

This video represents a turning point in CreativeLive's brand where we started to tap into the joy of the creative journey for one of our holiday campaigns.  My intention with the concept was to feature spontaneous energy and creative freedom. It won a Silver Telly in the digital category / branded content & entertainment.

 

 

BRAND IMAGE CURATION | USER GENERATED CONTENT

Role: Creative Director & Strategy

The CreativeLive brand required elevating student work to illustrate the sheer power that comes from creative education. I mapped out a direction, process, and personally curated a handful of images from the thousands of images submitted by students to highlight their incredible work and development as users of the platform.

 
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Photos by CreativeLive students.

Video


 

THERE’S A CREATOR IN ALL OF US

Role: Writer & Content Producer | CreativeLive

This video was created for the launch of the new CreativeLive brand expression. Centered around the idea that there’s a creator in all of us, this piece showcases elements of the creative process in an effort to point to their universality.

 

 

REAL CREATIVE LIVES TRAILER

Role: Director, Writer & Content Producer | CreativeLive

Trailer for our lead off video in a new series about CreativeLive’s community. The piece is a snapshot of the short film that follows the trajectory of CreativeLive’s founder and CEO.

 

 

APP LAUNCH

Role: Director, Writer & Content Producer | CreativeLive

This piece was a launch video for CreativeLive’s new app on iOS and tvOS.

 

 

FOLLOW WHAT MOVES YOU

Role: Director & Content Producer | CreativeLive

This video was created as part of a quarterly brand campaign for CreativeLive in an effort to solidify the brand’s role as a champion for creators.

 

 

THE POWER OF PHOTOGRAPHY

Role: Writer & Content Producer | CreativeLive

This video was created as a photo-channel specific salute to photographers everywhere. Written as a mantra and expressed through the entire CreativeLive photographic community from students to staff to instructors. This was a rallying cry to pick up your camera and bring your a-game.

 

 

PARTNERSHIPS

Role: Writer & Content Producer | CreativeLive

This video was created as a tool for the partnership team to highlight CreativeLive’s connection to innovative and groundbreaking brands.