feature launch: smartlist ai
February 2025
After months of development, a last-minute change in direction required a complete rebrand of the Smart List AI visuals just before launch. The team wanted the branding to stand out from anything we’d done before—something that felt AI-focused, futuristic, and reflective of the “magic” behind the feature doing the work for you. They wanted the launch to be bigger than any product launch in the past, which led me to quickly pivot our growth creative strategy to fully support and amplify the release.
growth CREATIVE STRATEGY + DESIGN
REBRAND + VISUAL OVERHAUL
I knew the visual recipe that would bring the team’s vision to life. I immediately put together a mood board featuring floating transparent screens layered over real photography and videography—creating a seamless integration of technology into everyday life. I explored outside of the usual realms of our brand and planned for the animations to bring the value props to life.
Growth creative strategy
Beyond rebranding, I also led the growth content strategy to maximize the feature’s reach. I integrated Smart List AI into our influencer pipeline, crafting briefs catered to both core influencers and nano creators to generate buzz across social platforms. Below are a few examples of creatives posted by our nano creators.
To expand content opportunities on a tight timeline, I also tested a new internal creator initiative by sourcing outfit check videos from Poshmark employees. I directed the creative team to then transform these into engaging ads, reinforcing how the new feature enhances the selling experience. The following set of videos were edited and animated by Misa Catahan.
The following set of videos edited by Misa Catahan demonstrate how the creative team also partnered with our social team to incorporate the new visual direction and animations into organic content.
To ensure a seamless and complete user journey, I designed a custom product page focused on the feature since our current app store screenshots don’t reflect this new and elevated selling experience.
Finally, I spearheaded our first-ever App Store Event to amplify the launch. This is the perfect example of how most of my efforts on the growth team have intentionally served 2 purposes: 1) fulfilling goals we were trying to achieve—user acquisition, engagement, brand awareness, etc. and 2) testing new creative tactics to build a foundation for future experimentation and integrate successful approaches into our creative pipeline.
