Care by Volvo
Role
Digital artworker
Date
2022 - 2023
Project Type
Omni-channel marketing campaign
As part of an integrated creative, digital marketing and data team at Precis Digital, I worked as a digital artworker on an ongoing refresh campaign for aimed at introducing a new way to access a car with Care by Volvo - utilising different Volvo car models to produce a regularly ‘refreshed’ content to reduce drop-out in the customer journey. From adapting motion and static assets for multiple platforms to localising content across five global markets, this project gave me the opportunity to combine creative craft with UX thinking, ensuring each asset was not only on-brand, but user-focused and market-ready.
Challenge
Create localised digital creatives that align with Volvo’s brand while adapting effectively to user behaviors, devices, and languages in 5 international markets.
Campaign Focus:
Full-funnel content strategy extending awareness to conversion.
My Focus
Translating master creative assets (still and motion) into channel-specific formats with a detail-aware approach to consistency, clarity, and usability.
Process
Understanding the user journey:
This campaign took a full-funnel approach, mapping every conversion point to identify where users dropped off or needed more clarity. As part of the creative team, I saw my role not just in delivery but as a translator of visual storytelling across multiple touch-points, ensuring brand-consistency and viewer accessibility.
I worked to ensure consistency and clarity in messaging across formats and languages (e.g. SoMe, YouTube, HTML5 banners) to support a seamless, intuitive user journey.
Reformatting Motion & Static Assets:
Working from master files created by the motion designer, I adapted and restructured creative assets for different channels and format sizes using Adobe After Effects and XD. This required precision and speed, while preserving the core creative intent.
Different platforms come with different interaction contexts, I paid close attention to visual hierarchy, pacing, and focal points to ensure content was engaging and legible across formats.
Localisation for Global Markets:
The campaign spanned five global markets, each with unique language requirements and cultural expectations. I handled localisation and translation adjustments for both still and motion assets, often under tight deadlines and across multiple iterations.
Localisation isn’t just about translation, it’s about cultural resonance. I made sure layouts adapted smoothly to varying text lengths and languages without compromising design integrity, brand guidelines or legibility.
Collaboration and Iteration:
I worked closely with a digital marketer, creative strategist, copywriter and motion designer in a deeply collaborative workflow. Agile feedback loops enabled real-time updates based on audience testing and performance insights.
By integrating feedback from campaign data, we refined assets to reduce content fatigue, using refreshed creative approaches to better engage younger and female audiences.
Challenges
Scaling motion assets for many formats.
I created modular file structures to streamline reformatting without introducing visual inconsistencies.
Last-minute localisation or language shifts.
I built flexible design templates to easily accommodate text expansion.
Risk of content fatigue across channels.
I contributed to the breakthrough "refresh" approach, varying creative assets and Volvo car models to maintain user engagement.
Platform-specific UX considerations.
I contributed to tuned animations and messaging per channel (e.g. subtle vs. bold motion in HTML5 banners vs. YouTube) for optimal impact.
Tools and Skills
Adobe XD - Layout and versioning for localisations of still assets.
After Effects - Motion asset reformatting and animation adjustments.
Bodymovin - After Effects plugin to export compositions as JSON files for HTML5 banners.
Component-based design - For scalable, consistent localisation.
Accessibility and legibility principles - Especially in motion and banner contexts.
Cross-functional collaboration - Supporting real-time feedback loops from data and performance teams.
Reflections and Takeaways
Production is experience design - Every banner, motion frame, and layout format influences how the viewer perceives and interacts with a brand.
Scalability needs systems - I came to value the necessity of well-structured documents and file-naming conventions, reusable components and agile workflows to optimise production and delivery.
User-centered localisation matters - Tailoring content to be market specific is critical for global campaigns - not just for language but also tone, rhythm, and visual context.
Outcome and Impact
The campaign scaled successfully across 5 global markets.
I helped Volvo challenge traditional automotive audience assumptions, reaching younger and more diverse demographics.
The refreshed assets contributed to improved platform performance and reduced user drop-off through tailored content.
This work supported Care by Volvo’s evolution from concept to a digitally mature, full-funnel subscription experience.
Even in production-heavy roles, thoughtful attention to context, user flow and adaptability can elevate campaign performance and create more intuitive, user-first experiences across touchpoints.
This project highlighted that even in production-focused roles, thoughtful design directly shapes user experience. I learned the value of scalable systems and structured workflows for delivering high-quality, adaptable assets across global markets. It also reinforced the importance of user-centered localisation, where language and visual nuance all impact how content is received. Ultimately, I gained a deeper understanding of how precise execution contributes to accessibility, consistency and engagement throughout the user journey.