NEW GUARD PERFUME COLLECTIVE
This milestone campaign marks the long-awaited launch of a collection that has been years in the making - our beautiful new collection of Eau de Parfum fragrances.
What has probably been the biggest launch of my career has also been one of the most interesting projects to work on. I had the opportunity to plan and create a whole new user journey, designed to put the customer first and to showcase the individuality of the people who crafted the collection - the New Guard Perfume Collective. It was a wonderful challenge to marry the brand and trading objectives of this campaign while keeping the customer at the centre of the journey.
Achievement highlights:
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Planning and designing of an extensive new user journey
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Visual design of an interactive fragrance profiling tool
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New full-bleed homepage design
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New web-safe fonts
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New fragrance hub
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Four new 'Behind The Fragrance' pages
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A perfumer gallery
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Four new perfumer profile pages
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Three editorial pieces to aid the online fragrance shopping experience
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A series of three campaign teaser moving images
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Concept and art direction of a CGI film to launch our new sustainable Refillable Fragrance initiative
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Concept and art direction of a fragrance education information film
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Art direction and retouching of a series of portraits for our internal campaign launch
TEASER SERIES
FULL-BLEED HOMEPAGE
FRAGRANCE HUB
FRAGRANCE FINDER
BEHIND THE FRAGRANCE PAGE
PERFUMER GALLERY
PERFUMER PROFILE PAGE
REFILLABLE FRAGRANCE
FRAGRANCE EDUCATION MOVING IMAGE
INTERNAL LAUNCH PORTRAITS