Two Minutes With Hannah Peterson

Hannah Peterson (she/her) is Block Club’s creative director, helping B2B tech clients bring visions of every shape and color to life: from splashy advertising campaigns to tricky explainer videos and visual brand identities. We caught up with Hannah to chat for two minutes about innovation, AI, and her approach to finding flexible solutions to common creative challenges.

1. 1. As one of Block Club’s creative decision-makers, how do you inspire B2B tech brands to push boundaries and strive for branding excellence?

      We always explore a range of creative options that reflect our clients’ positioning. Some will be within their comfort zones, while others will push the boundaries. When presented with both options, clients are often empowered to move the needle a little further than they may have initially imagined. But even when that’s not the case, our clients know their own brands better than anyone; our job is to create identities that they can comfortably and confidently own well into the future.

   2. Can you describe a recent project where you successfully translated a complex technical concept into fresh and engaging content?

      We recently completed a video project for our client, Alloy, where we used simple geometric shapes to explain the concept of data orchestration. The final piece was both energetic and educational, while navigating some pretty deeply technical subject matter.

   3. How do you foresee AI impacting B2B tech content, and how might brands use AI to enhance their content strategy?

      The key advantage of AI in B2B tech content lies in its ability to handle routine tasks like summarizing and reformatting, freeing up your creative team for more strategic endeavors. However, using AI to generate original content often leads to repetitive, uninspiring outputs and makes thoughtful, strategically developed content stand out even more. Instead, use AI as an administrative assistant, which can streamline a team’s processes and help them produce impactful content faster.

   4. How do you back up your creative decisions?

      Every important creative decision we make has a clear link to brand strategy. The combination of unique design decisions that all tie back to the brand strategy in different ways is what will make a visual language truly ownable—it’s what makes a brand branded. Otherwise, it just looks nice.

   5. Think about a time in your experience as a creative director where a project didn’t go as planned. How did you use your problem-solving skills to deliver a stellar end result to your client despite unforeseen challenges?

      It’s important to never lose sight of the end goal, while being flexible in our approach. Working with fintechs and startups, we need to be able to pivot along with our clients. It’s not uncommon for deliverables or timelines to change when we’re already partway through a project. When this happens, we advise our clients on how to achieve their revised objectives while making the best use of the work that’s been done thus far.

   6. How do you incorporate empathy into your creative process, particularly when addressing a B2B tech branding challenge?

      Empathy and collaboration are central to our creative process. We’re all in service of the same goal, which is to set our clients up for success. This requires us to deeply understand their specific challenges, pain points, and needs. Every creative decision we make is informed by this understanding, ensuring that our solutions are not only innovative but also align with our clients’ objectives.