INFO
Lemu is an app dedicated to finance the conservation of the planet. By connecting green-enthusiasts from all over the world with conservation organizations through the app, they aim to finance the conservation of 1% of the surface of the planet using an "ecosystem adoption" plan.
On my first year on the Growth Team as their Brand Designer, the challenge was to plan, think and design all the social media communications of the brand leading to the app's launch. Here's a summary of my favorite highlights!
Soft Launch Campaign
On March 30th of 2023, everything was set and ready for the app’s soft launch.
My new challenge at this point was having under my management two freelance designers as well as a design studio for our beautiful storytelling reel (on the left!)
At the same time I was keeping in touch with other teams at Lemu that needed visual materials either for our partners, our Stewards and our internal communication.
The campaign was more of an organizational challenge than a creative one. The request was to stay "as true as the original branding as possible", so stylistic choices were mostly already made. Clear communication with all the parts involved and efficient problem solving were the key to get this campaign out.
Tiny Monkey Month!
Each month, one Steward and one Specie from the app were featured on Lemu’s social media, in order for people to get to know them anD empathize with their situation.
For my first month at Lemu, we decided to combine both and tell the chosen organization’s story from the specie’s struggle. Cotton-top Tamarins (funny white headed monkeys) from Costa Rica were the star of the show for August for both organic and paid content, under the slogan I came up with: "we go bananas for tiny monkeys!".
Apart from the requested content, I developed stickers, gifs and a cartoon version of the funny monkey for paid media. My first campaign and first hit with the team!
Earth Week
On April 22nd, Earth Day is almost like Christmas for Lemu. This past year we decided to align with the international campaign and celebrate a whole "Earth Week", highlighting 7 threatened species that could be helped through the app.
Our aim was bringing people to action in response of the "eco-anxiety" we all experiment as a society. As opposed as bombarding social media with sad news and worrying numbers, we wanted to teach about these beautiful species and give solutions under the slogan:
If you love it, protect it.
I worked on the campaign aesthetics as well as on the seven chosen species. They were a product of teamwork between creatives, scientists and AI! We carefully chose a set of animals that had striking features and were in urgent need of help. AI came in clutch for the fun facts that were later fact checked.
