Grammarly
About
Grammarly has spent over 12 years building AI-powered communication tools — and as generative AI reshaped the industry, they needed to do two things at once: reposition their brand and launch a bold new product experience. GrammarlyGo brought GenAI into users' daily workflows, and the campaign had to make that feel both intuitive and inevitable.
Challenges
Repositioning a brand while simultaneously launching a new product feature is a high-wire act. The creative system needed to flex across a massive campaign footprint while still feeling cohesive and intentional at every touchpoint.
Role + Team
As Creative Director, I led the development of a scalable brand system deployed across 100+ campaign projects — establishing the visual language, maintaining consistency across a large cross-functional team, and ensuring every execution laddered up to the new brand direction. I also partnered closely with agency Instrument to develop demo and direct response videos, translating a complex AI product into clear, compelling narratives for real users.
Design Team: Elena Godina, Kim Vu, Kyle Knobel, Matt Ebling, Carlos Salazar
Production: Lauren Hirata, Leif Huron
Copywriting: Julie Yue, Moon Kwan
Agency Partner: Instrument
Demo Videos
In collaboration with a Producer and Motion Designer from Instrument, I worked on designing and building a detailed storyboard for a set of four demo videos, each addressing a different use case. In addition to those demo videos, I also designed the product examples and creative treatments for our direct response videos. Across the six final videos, our campaigns garnered over 75 million views.
Go to market campaign
The team worked on over 100 projects with the design system set, activating marketing channels for several months at a steady pace. Channels included lifecycle marketing, display ads, in-product promos, paid social campaigns, and several other targeted touchpoints. The system continued to evolve as we concentrated on serving professionals and B2B customers, refining features and messaging to better meet their needs.
