I was managing three verticals that were all aimed at selling instructional content to different sections of the art community. Impact was aimed at comic and fantasy art. North Light catered to fine artists, and Artists Network was designed for hobbyists and crafters.
The existing materials had focused on the author and types of exercises. I switched to focus more on the art as an aspirational part of the content. Sales increased after the change. We also launched an online store.
I wrote the sales copy and created similar visual materials to be the headers for those sections. The art section of our store regularly out sold the others.
