Connecting Expertise Across Channels
Building a multichannel maritime campaign that brought together portfolio companies, industry expertise, and new content formats.
My Role
Creative Direction · Campaign Concepting · Visual Strategy · Multichannel Design · Content Development · Podcast Creative Direction · Social Strategy
I led the campaign approach and developed new ways to extend the story across LinkedIn, podcast, and video content.
This included introducing a portfolio company-focused mini-campaign format for LinkedIn and developing a blooper content concept based on our existing audience performance data.
Creative Stack: Adobe InDesign · Adobe Illustrator
Challenge
How do you turn a single industry topic into a campaign that feels connected without simply repeating the same content across every channel?
For this maritime-focused campaign, the opportunity was to bring together perspectives from across the industry—from portfolio company leadership to an internal maritime specialists—while experimenting with new ways to reach and engage our audiences.
The campaign also created an opportunity to strengthen relationships with portfolio companies by using our channels to spotlight their technology, expertise, and compelling visual content.
The Outcome
The maritime campaign became more than a collection of individual posts. It created a connected content ecosystem that used each channel for a different purpose: LinkedIn to spotlight portfolio companies and industry expertise, podcast content to create deeper conversations, and short-form video to introduce a more human and personality-driven side of the brand.
I led concept development across these multichannel campaigns, contributing to a 15% increase in audience engagement and followers while creating a framework for testing new ideas, using audience data to inform creative decisions, and finding new ways to create value for portfolio companies and strengthen those relationships.
Approach
Rather than repeating one message across multiple platforms, we used each channel to tell a different part of the maritime story. The campaign brought together portfolio company perspectives, industry expertise, executive conversations, and more personality-driven content within a shared creative direction.
Spotlighting Our Portfolio
I developed a new mini-campaign approach for LinkedIn that gave us an opportunity to spotlight portfolio companies within a larger industry narrative. The format highlighted their technology and visually compelling work while giving our audience tangible examples of innovation within the maritime space. Beyond the content itself, the approach allowed us to use our platform as a partner creating additional visibility for portfolio companies while continuing to build those relationships.
Adding Industry Perspective
To broaden the campaign beyond company and portfolio perspectives, we featured commentary from an SVP and maritime specialist. Her perspective added another layer of industry expertise to the campaign and gave us an opportunity to translate thought leadership into concise, visually engaging social content.
Creating a Deeper Conversation
The campaign also included a podcast conversation hosted by one of our Managing Partners with the co-founder and CEO of a portfolio company.
The episode marked the debut of an updated podcast visual system, including:
New video intro and outro
On-screen graphics
Podcast cover art
Episode cover art
YouTube thumbnails
Together, these elements established a more cohesive visual experience across the podcast itself and the channels used to promote it.
Experimenting With New Formats
The campaign gave us an opportunity to test YouTube Shorts as we continued building our presence on the platform. I also introduced the idea of creating blooper content based on audience data and the types of content that resonated with them.
The experiment of the shorts and the overall campaign performed exceptionally well, achieving an 8.7% average LinkedIn engagement rate which is nearly 2.5× the upper end of the industry benchmark. This provided a strong signal for how more personality-driven content could complement our traditional thought leadership and inspired 3 future campaigns.