Project Summary:
With the ReLaunch of Yankee Candle's visual brand language, came the need for refreshed consumer outreach across all digital platforms. Email marketing campaigns need to draw the consumer in but the Homepage is where clicks need to turn to conversion. Cross-collaboration to ensure brand story across all platforms became integral to building out the Homepages in order to tell a promotional or educational story through to the end of a sale. Homepage changes were frequent along with emails changing 2-3 times a week, from just banner updates to full page changes.
My Role:
Only weeks after the soft ReLaunch, the team was ready for a hard launch with me joining the team right in time. From learning a new brand identity in only a few days to executing marketing emails on a day to day basis as well as becoming the lead designer for homepage updates; it demanded consistency, a keen eye for detail, and a lot of collaboration. Working alongside marketing, brand, activation, stakeholders, and other creatives throughout the process. Receiving sale data next day and delivering pivots based on results for continued growth was a non-stop. Along with creating responsive homepages, aligning them with email designs and promotions, along with store, and print media to creative a cohesive brand look.
Retail & DTC Homepage Design
Responsive Web Design
Cross-Functional Collaboration
Sales Driven Campaigns
Brand Style Guide
Responsive Web Design
Cross-Functional Collaboration
Sales Driven Campaigns
Brand Style Guide
Photography and Responsive Design:
A challenge that arises with working on the Homepage designs is photography constraints with responsive design. Working with available photography, I was able to manipulate cropping, color and layout to tell the same story or continue a story throughout the responsive variations.
Email Marketing and Homepage Conversion:
Ensuring collaboration across designers and cross-functional partners was integral to telling the same story or promotion from outreach to homepage conversion. See below for snippet examples where I designed not only the Homepage but also the email where click through to promotion is clear and engaging.
Other Examples of Hero Banners for Homepage
