Gap Icons x Brooklyn Circus

Make the customer excited for this campaign and encourage them to shop and navigate to this exclusive collection.
To create a cohesive marketing campaign across all channels that is brand proud.
Utilize special campaign photography and interview content to share this compelling fashion point of view through the eyes of this talented cast.

Lead designer of homepage and email marketing.
Provide art direction to the designer working on the category page experience, where the homepage would link to.
Ensure brand consistency across all channels (site, social, email, app)

Ensure a seamless storytelling journey from the homepage to category page.
Using hierarchy to expose the stories that held the most weight in this campaign
Incorporate audio from interviews onto homepage while meeting accessibility standards.
Small work window for web developers due to short staffed team.

Created multiple wireframes and presented the different layout iterations to the creative director and art director to decide on design direction together.
Worked hand-in-hand with copywriter to decide what content should be included on the homepage. This would dictate how that journey would continue to the category shopping page.
Connected with the web developers earlier in the design process to brainstorm the best way to include interview audio in creative and give them more time to explore how to incorporate this new functionality into the site.
Reviewed content with marketing to ensure product needs were met.
Worked simultaneously with the designer on the category landing page to ensure alignment. Email marketing was landed once site was completed.
Worked with production artists to deliver final assets, and reviewed beta links from developers to ensure the page was ready for launch.

The campaign made 3.2 Billion + impressions on the day of launch. (Last year's campaign was 1.46B)
Successfully designed and launched an impactful cohesive campaign with rich storytelling.
Several products from the collection were sold out in within the first days of the release.
In order to be accessibility friendly we chose not to have any audio autoplay, and utilized a click to play interaction and utilizing campaign photography.
The homepage was created as a starting point for our shopper to get them excited for the campaign. Once clicking through to the category page the shopper had the opportunity to learn more about each individual artist, listen to their interviews, and find out what they were wearing.

Interested in seeing more?