Ana Meza

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Campaign + brand refresh・2022

Meet the new Ashley

Ashley underwent a full product and brand transformation and needed a way to introduce this newer, fresher version of themselves to the world. We helped bring that introduction to life.

Partnered with the ACD to concept and develop creative directions for the campaign, exploring art direction approaches that built on Ashley's new logo and color identity. Extended that foundation into a cohesive design system that scaled seamlessly across applications. Designed layouts across multiple formats including display ads, OOH print mechanicals, organic social, and paid social assets. Also managed pre- and post-production workflows in preparation for the photo and video shoot with photographer and director Anna Wolf.

Collaborated with the Ashley team to establish a new brand design system and build out a 360-degree national campaign. This encompassed a three-day photo and video shoot in Los Angeles, sourcing over 191 pieces of furniture, and producing 10 broadcast TV spots, 86 static assets, 36 video assets, 3 radio ads, and a custom music track.

Partnered with Wealthsimple’s creative leadership to define the visual direction, overseeing design and motion through execution and collaborating on set to ensure a cohesive live experience.

Worked in close partnership with Wealthsimple’s creative team to translate their established brand into a motion-driven keynote system. Built a structured, collaborative workflow and led iterative design development to ensure consistency across the 40-minute live event. Managed and mentored junior designers while remaining hands-on, and aligned motion workflows with client standards. Led weekly script rehearsals and collaborated on set with client and production teams to deliver a seamless live stream experience.

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