Picture-perfect content for the world's most iconic visual brand

A consumer-facing name with an enterprise business model

Getty Images is famous. That's part of the problem. The brand's cultural presence creates the impression of a consumer-facing company. But the actual buyers are media companies, agencies of record, and Fortune 500 creative teams negotiating six-figure DAM contracts.

So what? Content that sounds too approachable loses enterprise credibility. Content that sounds too corporate loses the visual-first brand identity that makes Getty Getty. The job was building a content system flexible enough to serve both realities. That spanned everything from trade print advertising, sporting sales campaigns, full lifecycle email series, and more.

Positioning the platform for the people who sign the checks

Media Manager was Getty's custom digital asset management solution, allowing customers to manage vast libraries of visual content at scale. The landing page had to earn credibility with creative directors and procurement teams who'd seen a hundred vendor pitches.

I developed the full content architecture for the Media Manager experience, figuring out the right story to tell, framing the key features, and putting it all down on paper so the DAM felt like a true investment in value.

Media Manager — enterprise DAM platform

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Landing page — value prop & positioning

Feature overview — enterprise capabilities

Platform interface — product writing

Trade print, a World Cup pitch, and an email series built for the full lifecycle

The full content system had to reach enterprise buyers where they already were: in the trade publications on their desk, in their inbox during a major tentpole event, and across the customer lifecycle from first contact to retention.

I developed ads that lived in industry-standard locations, and built out one-pagers for some of the biggest events that had to be photographed every year.

Trade print ads

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International Documentary Festival — trade print

NHL campaign — trade print

FIFA World Cup campaign & lifecycle emails

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FIFA World Cup — enterprise sales campaign

Lifecycle email — prospecting sequence

Lifecycle email — remarketing

Bringing the full market into focus

iStock was Getty's small-business and self-serve tier, offering a different price point for different needs. The strategic challenge was applying the same rigorous content thinking from the enterprise side to a product whose buyers are small teams, freelancers, and indie creators who need imagery fast and affordably.

The content system had to adapt without abandoning the quality signal. iStock couldn't sound like a discount alternative to Getty. Instead it had to sound like the right tool for its audience, which it was. That meant developing a strategy and brand voice for product pages, campaign rollouts, social videos, and more.

iStock — ads, emails & brand campaigns

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iStock — brand campaign

iStock — brand campaign

iStock — brand campaign

iStock — marketing email

The through-line across every piece of this work was the same: a high-quality brand story that made a globally recognized company just as impressive in writing as it is in photos.