CASE STUDY 1
Imagery Optimisation for ITVX Launch
Prior to the launch of ITVX, the old imagery tiles from ITV Hub needed to be optimised to bring the visual quality up to a premium standard and align with the meta data restraints and UI guidelines. Full artpacks were needed for over 700 legacy programmes, series and films – all within a tight deadline.
Below is a selection of the old artwork against my optimised versions. Colours become punchier, images less episodic and title art clearer and better considered.
CASE STUDY 2
Imagery Optimisation for Conversion
After external Imagery & Conversion Research by Cedar, it became evident that a number of legacy artpacks needed to be optimised in order to drive more impact and conversion. It was felt that imagery within the Factual genre could improve by being:
Less reliant on talent & having richer background imagery
More dynamic and creating stronger emotive connection
More creatively ambitious and novel
Legacy Artwork
The show title is very long and gets lost on the background. The image of Ross Kemp dominates far too much. No context or visual reference to tigers.
Optimised Artwork
I replaced the image of the presenter with a striking tiger’s profile and fence composite to symbolise captivity. The image of Ross Kemp is not needed as it’s secondary to the subject and appears in the title art which now also has visual hierarchy.
Legacy Artwork
The image is very graphic and the heart has nothing to do with the subject of the show (a surgeon led patients to believe they had breast cancer and performed uneccessary surgeries on them).
Optimised Artwork
By removing the colour from this stock image and adding shadows I created the image of an ‘anonymous victim’. The mastectomy bra is subtle but the graphic scar and the word ‘butcher’ in red tells the story.