UltraPacks Campaign Identity

Art Direction, Branding, Product Design
UltraPacks are the easiest way to license Getty Images’ premium imagery and video, with built-in savings. The more you buy, the more you save.
To drive committed revenue through subscription and volume purchase systems, Getty Images created UltraPacks to provide a faster and simpler purchasing option for its users. Strategy initiatives brought together site merchandising, product, and data analytics teams, combined with UX findings, customer feedback, and site walkthroughs to devise a site optimization and marketing plan.

I branded the UltraPacks product and provided creative direction across all assets, curated lightboxes and produced various digital assets, including sales playbooks and email marketing templates.
Branding
92% of potential customers could save money without changing purchase behavior or increasing volume, but only 8% of these customers were using UltraPacks.
Customers needed product awareness and understanding of UltraPacks; benefits and features needed clarification. UltraPacks was branded to be identifiable. Savings were to be emphasized in messaging, along with the flexibility the product offered.

The "Stock up and save" messaging positioned UltraPacks to lock in more of a customer's budget, improving Getty's committed revenue. In the first quarter since launching the UltraPacks branding and refresh, sales showed Ultrapacks with an increase of 344% in order volume and 18% more unassisted purchases. By improving customer self-service workflows, assisted purchases went down, freeing up support team and sales representatives.
The UltraPacks grid system is an extension of the user interface from Getty's search results page. It's designed to deliver a cohesive visual experience from a marketing touchpoint to a user's on-site experience, searching for an image.
Imagery
Flexible and broad art direction
Bold and diverse images make this campaign standout. The modular grids are flexible to the content, echoing the product's broad usage rights. The collage of photos and stills add an element of storytelling, a sense of momentum. Generally, Getty refrains from cropping creative, however images in UltraPacks can be resized. The resizing exception allows visual unification across each asset, while balancing each playful narrative.
UltraPacks offers over 50 million images and videos in its discount volume subscription.
To highlight the huge selection and value, UltraPacks guidelines recommend that each and every photograph or still is only used once across the campaign. Each asset should include the three types of content available in an UltraPack: creative royalty-free imagery, editorial imagery (covering news, sports, archival, and entertainment events), and creative video.
For example, an animated banner with four frames would include at least one royalty-free creative image, one royalty-free creative video still frame, and one editorial image.
Campaign Logos
Various campaign logos were built to prevent duplicate messaging and accommodate design restrictions, such as limited real estate or tagline readability. Logo placement is generally dependent on each individual asset's imagery and grid layout.
Shopping cart modal
To improve the UltraPack purchase experience for customers, we needed to target them at the right time in their purchase path.
The UltraPacks shopping cart modal promotes higher buy button CTR, higher checkout completion, and fewer inbound calls to sales to place orders or receive a discount. Logic determines users potential savings at checkout and advises them when the customer has already selected what assets they want to check out with.
Email Marketing
Sales Presentations


Animated banners
Social media
Client: Getty Images
Agency: In-house Creative Marketing team
Copywriter: Kevin Platt
Account Manager: Karina Miller
Product Manager: Andrew Hamada

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