Art Direction Projects in WylieArt Direction Projects in WyliePeople don't download features, they download feelings. Miles Ahead Tennis had a great DMV tennis app with smart matching, 2,400+ mapped courts and pro coaching. What they needed was a feed that made people want in.
I built the strategy first: three pillars (Coaching, App Utility, Community) on a 28-day cycle of 12 posts. Then I pitched three launch concepts to lock in the look: upscale but accessible, bold and high-contrast.
I owned it end to end, from strategy and art direction to design, captions and client review, all run in ClickUp. Posts like "Say goodbye to group chat chaos. Matched in minutes." turned features into relief.
The client's first reaction came a minute after I shared the first graphic: "Wow super dope, love it 🔥." In one 9-day cycle I delivered 11 ready-to-post graphics with captions, plus 3 launch concepts. 🎾
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