*All copy and design by Lizzy Goodman
As a Visual Brand Designer on Contentful’s Brand Studio team, I turn complex product and technology stories into creative narratives that people, more specifically, marketers can actually understand and connect with. My work spans global campaigns, product and content launches, long-form editorial, web, presentations and brand systems.
I work closely with Product Marketing, Content, Web, Sales and Events from early concept through launch. Depending on the project, that can mean shaping the story and messaging, developing campaign concepts, leading the visual direction, writing when needed, or building the final experience across channels.
The Great Content Collapse
Full-funnel, one-to-many integrated campaigns should educate audiences about the Great Content Collapse (GCC) market and the necessity of adapting marketing strategies for the AI era, while empowering “full stack marketers.”
A new generation of marketers is taking shape
CONCEPT ONE: SPORTS INNUENDO
Manifesto:
The game has changed. AI is in play. Contentful is your winning strategy. Modern marketing is a high-pressure arena, and the full-stack marketer is the MVP expected to run every play. Contentful is the playbook—and the power boost—that unifies channels, speeds creation with AI, and keeps the whole team in sync. With Contentful, marketers stop scrambling and start scoring, turning every campaign into a championship win.
Dramatic, emotional AI photography
CONCEPT TWO: HUMOR, YOU’RE GETTING LEFT BEHIND
Manifesto:
This concept goes further with humor and doom to dramatize the stakes of falling behind in the AI-driven marketing world. It’s bold and visually striking, playing with bright illustrations, pop culture phrases, and the morbid extinction of ‘old marketing.
Playful, colorful, dynamic, animated
CONCEPT THREE: MEET THE FULL-STACK MARKETER
Manifesto:
Direct and literal. Introduces audience to the “full-stack” marketer, highlighting the hard and soft skills needed to thrive in our AI era. Positions Contentful as the tool that empowers them to stay ahead.
Realistic, colorful, shapes, ctfl brand
World Cup Campaign
Continue to drive prospects within our database down the funnel to convert to MQLs and beyond.
This global enterprise campaign targets marketing executives and end users, with a primary focus on mid- and bottom-of-funnel audiences. The campaign centers on AI and personalization, showcasing Contentful’s platform, personalization, and AI capabilities. Customer examples are still to be determined, and no partner will be featured. The program is designed to move leads to MQLs and MQLs to SQLs, generate qualified pipeline from existing prospects, and reinforce the broader brand narrative within Feeling So Contentful.
CHOSEN CONCEPT: BUILT TO WIN. FOR EVERY FAN.
Manifesto
The World Cup is a single global event, but: A fan in Argentina cares about Argentina matches, A fan in Japan cares about Japan, A casual viewer just wants highlights. Same “content pool,” totally different needs. That’s exactly the problem personalization solves.
This concept works because the World Cup makes personalization obvious: one event, but totally different experiences for every fan. It highlights the need for real-time, relevant content and shows how Contentful delivers it at scale—automatically.
Visual system uses fan photography, Contentful UI, and world cup colors to express the connection, excitement of the world cup while advertising our upgrades.
NOT CHOSEN–CONCEPT TWO: THE PRESSURE IS ON POINT
Manifesto
When everything is connected, you’re not reacting. Your team is ready.
Focuses on the urgency of moment driven marketing, where timing is everything. Contentful is the platform that keeps teams prepared using insights, AI suggestions and personalization features that predict what’s next so your team stays ahead of the game.
Sticking it with “Feeling So Contentful” sports ads: layout, color and photo style will stay the same–will adjust photography and copy around soccer themes.
NOT CHOSEN–CONCEPT THREE: READ THE PLAY
Manifesto
More content is not the answer. Better decisions are. The right CMS reads the play, using data, testing, and personalization to understand what works and decide what comes next. In real time.
Shifts the focus from content production to content intelligence. It positions Contentful as the platform that guides decisions through data, testing, and personalization so every move is more effective.
Illustration focus. Rely on bold copy and illustrations to draw parallels to the world cup, personalization, AI, and soccer.
Contentful blog–rebrand
At the top of 2024, the Brand Studio team at Contentful launched a website and brand overhaul. This required the whole team to collaborate in rebuilding the existing brand to a much more refined visual identity.
I was responsible for creating and developing a majority of the new blog landing page assets. Focusing on the user, the Creative Director and I collaborated on the new look & feel of the landing page and new content format.
AI ebook
A MOFU ebook designed to move marketers from AI experimentation to strategic, scalable implementation. Building on insights from Contentful’s research with The Atlantic, the asset translates industry findings into an actionable roadmap of high-value AI use cases across the marketing journey, supported by data, customer stories and a decision-making framework. By connecting AI maturity to Contentful’s capabilities and partner ecosystem, the ebook positions Contentful as a strategic enabler of AI-powered marketing while equipping internal advocates with the insights needed to build stakeholder buy-in and accelerate the path from awareness to consideration.
Content Marketing World welcome backdrop
Contentful company run
Created a custom Contentful branded tee for a company run in Berlin, Germany.
