Laura Crawford

Experience

• 

  Maritz

  Feb 2006 - Dec 2008

  Creative Director

  Creative Director providing experiential marketing and media strategies to Fortune 50 companies.

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  Creating Space LA

  Jan 2009 - Jan 2010

  Creative Director / Media Strategist / Consultant

  • Creative direction and executive strategic consulting• Consultation and partnerships with large scale multi-platform start-ups• Experiential marketing design, interaction and communication design direction• Convergent media design strategies

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  Edmunds.com

  Dec 2010 - Sept 2016

  • Lead creative and product owner of New Concepts suite of products, vision and UX• Self-starting, entrepreneurial role geared towards product innovation and creative insights• Creative strategy and ideation working closely with Product, UX, Technology and Research teams• Building and testing new tools and visual languages for consumer interaction and decision-making• Team builder, evangelist and creative conduit between UX, Product and Marketing Projects include:• Augmented Reality Retail / Car Shopping: developing AR tools to access data in live spaces• Custom Widgets: visualizing and delivering custom interactive data for 3rd party use• Personal Value: develop new languages to aid decision-making and comparison, bringing together unique data, visual ques and human factors• Uber Calculator: At what point does owning a car no longer make sense?• Transportation Spheres: Understanding multi-modal and autonomous mobility Show less • Developed and grew the Creative Services Department into a multi-faceted Advertising and Media Design team - an in-house creative and design group operating as an internal agency and consultancy• Lead a team of designers, animators, developers and producers in creating custom, native and brand immersive products across the Edmunds site experience• Worked with external agencies, production houses and most major OEM brands to create unique experiences• Responsible for over $10M in annual custom creative design executions• Operated as creative ally, ambassador, educator and strategist Show less

  • Sr. Creative Director, New Concepts

    Jul 2015 - Sept 2016

  • Sr. Creative Director, Advertising & Media Design

    Dec 2010 - Jun 2015
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  Hello Whale Design

  Oct 2016 - now

  Co-Founder, Executive Creative Director

  Hello Whale is a creative consultancy working at the intersection of art, design, media and play. Experience / Capabilities:• Generative NFT project creative and community development• Real estate marketing, community development, branding and lead generation• Creative strategy and direction for brand and UX teams, digital and physical product development• Product campaign launch, marketing, promotion and fulfillment, independent and Kickstarter platforms• Development of product innovation pipelines and licensing agreements• Service design creative and development, real estate brand engagement platforms• Team builder, brand evangelist and creative leader Show less

• 

  Cloudinary

  Jun 2022 - now

  Creative Director

  Creative leader overseeing the Cloudinary brand and guiding in-house design teams to produce innovative, impactful campaigns and brand experiences. I drive the creative vision for brand marketing, website design, user journeys, video, product marketing, demand generation, and advertising to ensure a consistent, engaging brand experience.What I Do:Creative Strategy: Develop visionary strategies that align with business goals, keeping the brand fresh and competitive.Team Leadership: Build and mentor creative teams, fostering collaboration and creative risk-taking.Brand Development: Maintain and evolve brand guidelines, overseeing the creation of assets that reinforce our identity.Website & UX Design: Design user-friendly, conversion-focused pages and seamless digital experiences.Video & Storytelling: Craft compelling video and animations for campaigns, social media, and internal communication.Advertising & Demand Gen: Lead creative execution for digital and traditional ads, optimizing through A/B testing.Success Metrics:Consistent delivery of high-quality, on-brand creative work.Measurable improvements in brand awareness, engagement, and conversion rates.A cohesive, innovative, high-performing creative team. Show less