Making a stark
brand fun!
MY ROLE
Art Direction
CLIENT
Terminix
AGENCY
ICF Next (formerly Olson)
MY CONTRIBUTION
Design Direction
Visual Design
Illustration
Animation
Customer Experience (CX)
Product Strategy
Project Overview
Terminix, a traditionally minimal and utilitarian brand, faced low social engagement and lagging sales, particularly in northern U.S. regions where competitors like ORKIN had stronger recognition. This project reimagined Terminix’s digital presence, infusing personality into the brand while maintaining sophistication, to make it more approachable, engaging, and memorable.
Process
Led art direction and visual design, integrating illustrations, animations, and playful storytelling into social and digital content.
Collaborated with strategy, PR, and customer experience teams to ensure alignment with marketing goals and brand messaging.
Developed a cohesive visual approach that balanced whimsy with professionalism, making the brand more relatable and shareable.
Animated GIFs
Challenge
Transform a conservative, low-recognition pest control brand into a visually engaging digital experience that drives social engagement, strengthens customer awareness, and supports product marketing objectives.
The Approach
Market research revealed that the brand’s minimalistic photography and lack of dynamic content were key contributors to low engagement. To address this, I led the creation of a series of illustrations that presented Terminix in a whimsical yet sophisticated way, refreshing the visual language across digital channels and social media.
Refreshed visual approach to the brand
Concepts and iterations for Terminix
