How I created a new look & feel for marketing communications while working under tight deadlines.
Challenge: Represent the existing product experience, while altering design elements to allow the brand to have a voice of it's own via an editorial twist.
Solution: Reference the exiting product design elements, evolving the look and feel based upon seasonal trends, while keeping up with fast-paced marketing needs.
Existing proudct design and styles:
Pre-existing product design and design styles—I would build upon these to create the marketing styles
Creating the marketing style on a short timeline:
With the holiday season already under way, there was an urgent need to create communications to the Luvocracy community.
Goal: Capture the holiday spirit, inspiring our community of online influencers to create shoppable content for our customers. Adding a new font into the mix helped create a sense of holiday atmosphere and editorial personality.
Considerations: Work with limited tech resources to make desktop and mobile-friendly email layouts, and work within constraints for posting images on social channels.
the first email design led the way—holiday contest for Luvocracy's network of online influencers
consumer marketing email—putting a branded spin on the concept of Black Friday
Elevate shoppable products, creating a sense of aspiration.
Help potential customers discover items they might have otherwise looked past.
social Holiday campaign—featuring shoppable products curated by real people
social Holiday campaign—helping eggnog feel aspirational
Continue to evolve design styles, creating templates for quick design production:
Goodbye holidays, hello new font. Keep the existing editorial styles, but without the holiday bling. New stylings would adhere to the Luvocracy app's core color scheme.
Goal: Build a style that customers would come to recognize as the voice of Luvocracy. Create re-useable templates to reduce design time, while keeping the templates flexible enough to allow typography and copy to remain fluid and designed.
email design—photo grid for easy editing
email design—re-usable template for an Instagram contest
email design—template highlighting a collection curated by a featured guest, with quote to highlight and imply that each product has been carefully selected
merchandising graphic—editorial placement on the website
social graphic—put the marketing message on the graphic so customers don't miss it
highlight the customer—build a sense of community, and encourage participation
