MY ROLE
Visual Designer
Social Content Strategy
Product and App Animation
DATE
July 2024 - Present
SKILLS & TOOLS
Photoshop
Illustrator
After Effects
Meta Business Suite
Image Copy
Story Telling
Brand Identity
VIPER
Viper is one of the most recognized names in vehicle security, with a history that stretches back to the early days of modern car alarms. Known for setting the standard in aftermarket security systems, Viper built its reputation on innovation, reliability, and unmistakable branding. Their commercials became a cultural touchpoint, featuring the iconic “Protected by Viper. Stand back.” voiceover that cemented the brand in the minds of drivers everywhere. Over the years, Viper has continued to evolve, introducing advanced remote start systems, smartphone connectivity through the SmartStart app, and cutting-edge security features, all while maintaining its position as a leader and trusted name in the industry.
OVERVIEW
My Role
With Viper, I was tasked with content design, helping build out the new visual system introduced in their brand refresh. This included social content, paid ads, animations, dealer assets, and content strategy. My role was to take the updated identity and expand it into a cohesive system that worked seamlessly across digital, social, dealer-facing, and paid channels.
The Viper refresh was about bringing a legacy brand into its next chapter while staying true to what made it iconic. I leaned into the updated brand palette, particularly the refreshed yellow, to create a crisp, modern look that suggested both safety and caution while reinforcing Viper’s high-tech positioning. Design decisions emphasized the advanced functionality of Viper’s latest products, showcasing security and connectivity in ways that felt innovative yet approachable.
From motion design and product feature animations to strategic content planning, every element worked to position Viper as the leader in security technology, delivering confidence, peace of mind, and ease of use to its customers.
SOCIAL
VIPER
For Viper’s social channels, I developed content strategy, design, and animation that worked across Facebook, Instagram, YouTube, and dealer partner feeds. Every post was created with data in mind, using metrics like CTR, engagement rate, and audience retention to refine and shape future content so it aligned with what resonated most.
Major campaigns were built around key pillars of the brand:
Security: Highlighting Viper’s role in vehicle loss prevention through product features, customer stories,
and attention-grabbing motion graphics.
Remote Start: Seasonal campaigns tied to weather changes, showing the comfort and convenience of warming up in
winter or cooling down in summer before you step inside.
Peace of Mind: Content centered on the SmartStart app’s ability to monitor and control your vehicle
from anywhere, emphasizing ease, safety, and connection.
By keeping these themes at the core and pairing them with scroll-stopping visuals, we were able to keep engagement high and consistently reinforce the value Viper offers: security, peace of mind, and ease of use.
For Viper’s paid ads, the creative strategy focused on three core themes: seasonal remote start (hot and cold weather), year-round security, and the SmartStart app. Each campaign was designed to be visually distinct yet cohesive within the brand system, ensuring messaging was instantly clear and relevant to the moment.
Motion played a key role in capturing attention, using smooth product reveals, animated feature callouts, and dynamic transitions to stop the scroll and encourage engagement. The ads consistently performed well above industry standards for click-through rate, driven by a mix of targeted messaging, data-informed creative decisions, and strong visual hooks.
By closely tracking performance metrics and audience behavior, we refined future campaigns to focus on what resonated most with the audience: security, peace of mind, and the convenience of controlling a vehicle from a phone.
VIPER
PAID ADS
