Do Less, a Textio brand campaign
CREATIVE Director + lead designerWe keep asking managers to do more with less. They deserve better. So we invented an approach to managing time and priorities called The Do Less manager. Managers, instead of doing more with less, need to actually just do less. That’s where Textio comes in. We offer solutions to make manager’s lives easier, all while improving the outcomes of their work.
This campaign took on a new format for Textio: user- and social-first. Our content was aimed at a manager audience in order to show them that a) we understand their biggest problems at work, and b) we are able to help. We brought our characters to life through motion design by Nathon Sims.
meet the robotsThe Textio brand, up until this point, lacked any characters, custom illustration or mascots. For this campaign, we absolutely needed characters to embody our different manager personas. Clearly, we chose robots. These bots were introduced during the Do Less campaign, but still exist through the Textio website, branding, and app today.
Tango
Tango is the overwhelmed manager who simply can’t keep up with the growing workload. They’re trying so hard to hold it all together for their team, but keep falling short.
Tizzy
Tizzy is the first time manager. They’re eager to do a great job, but they don’t yet have any of the necessary tools or skills to succeed. With a little (or a lot of) hand-holding, they can hopefully learn the ropes.
Turbo
Turbo is the seasoned manager. They keep getting assigned more work and people, and they’re not afraid to let their cynicism show. Turbo wants things to improve at work to improve, and they’re gonna be direct about it.
The illustrationsWe worked with an outside illustrator to turn our robots into animatable characters.
We assigned each character unique actions and facial expressions that aligned with their particular personas. These character sheets were utilized by our motion designer for the animations, as well as for static social posts.
The campaign videosWe created weekly videos, often based on trending sounds/audio, and released them to LinkedIn, Instagram, and TikTok.
static social postsIn order to post multiple times per week, we made to create additional Do Less images. A few examples:
the restDo Less was also supported by a newsletter (theDL), a manifesto, and a web page. While the campaign was short lived due to some shifting internal priorities, elements from this campaign remain alive throughout the Textio experience.