Ibotta

Role: Art Director

Ibotta is a leading performance marketing platform delivering digital promotions to 200M+ consumers. I am a designer on the D2C Marketing Team. I lead the design on in-app promotional events, paid media, social content and individualized partner pitches.

After going public in 2024, I decided to focus more efforts towards Ibotta’s internal design systems. This included Ibotta’s Employee Resource Groups, HR documents, individual team branding, “voice of” groups, and internal merch. I like to call them “projects nobody asked for”. You will see these as part of my Ibotta portfolio. This isn’t a part of my job requirements and they aren’t revenue driving. I love the people at Ibotta and this is one way I’m lucky enough to show it.

 
 

Thanksgiving Campaign

Since 2020 Ibotta has given away free Thanksgiving meals through 100% cash back offers to users that sign up in the month of November. Over the last several years, we’ve been able to feed more than 11 million people in the U.S. and have given away millions of food items through our free Thanksgiving campaign.

Role

I was the lead designer for our Thanksgiving program in 2022, 2024 and 2025. This case study is from 2024. This is our biggest direct to consumer seasonal event every year. The campaign is carried out through paid media, email, social, in-app UX, app store, web, and more. There’s hundreds of assets that go into this campaign every year. This was also the first year we started running Spanish ads.

Approach

My goal was to create a design that could be laid out in numerous ways, have interchangeable assets within the design, have a second well-designed partner program, and also scale between multiple user flows with different campaign names for new and existing users.

Result

Myself and my team were able to scale this design easily and quickly across all platforms due to this block method design. We continue to use this systematic approach in our current campaigns.

  • 221k total registrations (+43% YoY)

  • 356k total reactivations of dormant savers (+32% YoY)

  • $649k less spend compared to previous year (-13%)

 

Direct to Consumer Seasonal Program Strategy

This is a handful of seasonal event programming that I designed for 2025 with the intent of following 2026 with the same strategy. These designs spanned paid media, web, in-app UX, email marketing, and social. 2026 will be the first year that Ibotta has designed all seasonal events a full year ahead with one cohesive strategy.

Approach

I designed a layout system to our campaigns so our graphic designers could easily follow and apply to all seasonal events. We essentially have a stock version of every program if they don’t receive buy-in and that design can easily be replaced with actual product if we do receive buy-in.

Result

This has enabled us to move extremely quickly on last-minute buy-ins and/or last-minute trade outs. It has also freed up time to focus on various other projects with greater detail.

 
 
 
 

Employee Resource Group Rebrand

I saw there was a need to gather all of Ibotta’s ERGs and bring them together under one branding system. Prior to this rebrand, the groups were designed individually as they were formed. I created a formulaic branding system that could be used for existing groups as well as any newly formed groups.

Approach

The goal was to give each group an identifiable branded name as well as icon. I met with each team individually to better understand their needs as well as assess how they would be using these logos moving forward.

I supplied each group with a suite of logos, patterns, and templates. I uploaded these assets into the group’s individualized Canva accounts for the team leads to use at their discretion. I then gave virtual teach-outs on how to use their account and the do’s and dont’s of the Ibotta brand.

Result

This gave each group autonomy while still creating branded internal content. I continue to work with each group when they are making swag or external facing materials.

 
 

Ibotta “Voice of” Rebrand

The next internal group that I set out to refresh was Ibotta’s “Voice of” groups. We have Voice of the Saver, Voice of the Client, and Voice of the Employee.

Approach

These required a slightly different approach since they all essentially had the same function. They needed to visually work together, but differ enough to serve each group.

 
 
 
 

Marketing Cards

I originally started these Marketing Cards as a way for the Ibotta Marketing Team to connect, but I think they grew into something that people truly looked forward to every week. There was a choose question, two random questions suited for elaboration, and a yes/no question. I would also have everyone share their job title, how long they have worked for Ibotta, what they do at Ibotta, and 3 pictures that best represented their life outside of work. I gathered all of their answers and images, added them to these trading cards, and shared them every Friday morning in Slack.