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PicsArt
VP, Head of Global Creative
As a cross-functional leader at PicsArt, I played a pivotal role in driving strategic initiatives and transformative innovations.
Creation of Global Creative Hubs
A key challenge was scaling our creative team to match the company's rapid international growth.
Starting with a small team in Armenia, I strategically expanded our global presence by establishing creative hubs in Beijing, Tokyo, Los Angeles, San Francisco, and Moscow, with plans for further expansion into EMEA, India, and LATAM.
This initiative proved highly successful
enabling us to maintain a consistent global brand while achieving regional relevance across app stores, premium content, marketing, social media, and partnerships.
We also fostered a diverse, inclusive global team
that functioned as a unified entity, driving collaboration and innovation through a rich global feedback loop.
THE PICSART REBRAND
PicsArt is the leading free photo editing app with over 1 billion downloads to date. As the most popular photo editor app on mobile. PicsArt offers all the editing tools and one-of-a-kind photo effects you need to create awesome edits right from your phone.
The Task
In rebranding PicsArt, I wanted to evolve the brand into something that would better celebrate the idea that EVERYONE'S CREATIVE and take that notion to the next level.
It also had to be distinctive, flexible, and adaptive, adjusting with shifting trends and yet instantly recognizable no matter how it was implemented.
This is a lot for a brand to accomplish...
To achieve this
we shifted the focus from technology to our global community, aligning our vision with their interests and passions.
Vision
We developed a brand philosophy that positioned PicsArt as a reflection of its users' richness, color, and diversity – a tapestry of global creative expression.
This vision materialized as a dynamic, open brand, featuring an iconic logo shape that facilitated limitless adaptability. We could seamlessly wrap and adjust the logo and creative assets, ensuring resonance with any story, audience, objective, or regional context.
Beyond the visual identity, we developed a comprehensive brand strategy, encompassing a distinct voice and tone, along with specialized methodologies for creative, photography, ASO, growth marketing, and product development, to ensure consistent brand alignment across all touchpoints.
With this new adaptive brand
Through this adaptive brand, we consistently delivered powerful and diverse stories, authentically celebrating our users.
By deploying a consistent, dynamic brand and strategy throughout PicsArt's global ecosystem—encompassing Marketing, Product, Partnerships, Communications, Premium Content, and more—we achieved a dramatic increase in brand recognition and awareness, which directly correlated with increased app downloads, usage, and ROAS.
The rebranding of PicsArt directly and significantly contributed to the exponential growth experienced by the company resulting in growth from <50M MAU to 150M+ MAU in a little over 2 years.
Google Telcel LATAM
In partnership with Google and TelCel, This commercial campaign was created for the Latin American Market.
Brand partnerships
The Global Creative team in partnership with product marketing and business development help create the strategy for the brand partnership including any media, design elements, social content, product integration or custom assets.
Partnership examples
Republic Records and Taylor Swift partnered with PicsArt to promote the new album, Lover, with a Taylor Swift in-app takeover.
To build excitement and engage Swifties,
PicsArt launched a 10-Day Global
Let’s Be Lovers Lyrics Challenge,
where fans were invited to create fan art
using their favorite lyrics off the new album,
resulting in the most successful brand challenge in PicsArt’s history.
Republic Records and the Jonas Brothers partnered with PicsArt to engage the band’s global fanbase in an exciting PicsArt campaign centered around their Happiness Begins album and tour.
In the 10-Day Global “Happiness Begins” Edit Challenge,
fans had the opportunity to create album-inspired edits
with custom stickers, images, backgrounds, and more.
The campaign truly spread happiness, resulting in one of the most
successful brand challenges in PicsArt’s history.
Take a look at what’s possible with PicsArt.
Fox & X-Men: Dark Phoenix partnered with PicsArt to promote the global release of X-Men: Dark Phoenix.
In the “X-Men: Dark Phoenix” 10 Day Global Challenge,
fans used assets and stickers from the film
to create fan remixes of Jean Grey for
a chance to win recognition on social by
X-Men Dark Phoenix and PicsArt.
Take a look at what’s possible with PicsArt.