Constant Contact

Constant Contact sold software to people who had no time to learn software. The brief was usually to explain a feature. The real job was to make a florist or a bookkeeper believe marketing was something they could do themselves. Jen ran the Constant Contact creative department for four years—acquisition, brand campaigns, customer stories, explainers, collaborations, and a full rebrand—and held every piece to one test: does this make an owner feel more capable, or less? The brand came out of it with a sharper voice, a modern look, and a lot less software jargon in the way.