YEAR
2024
ROLE
Lead Designer
SERVICES
Research • UX/ UI • Visual Design • Testing
Promote the Marc Jacobs new season collection in a digital space, focusing on the theme of the collection through engaging design and user experience.
Increase brand awareness for Childrensalon as a trusted destination for designer children's clothes.
Incorporate gamification with an interactive experience to encourage user engagement and build brand loyalty.
An on-location photoshoot in Cape Town, South Africa with photographer Franck Malthiery, using retro settings and vintage-inspired props to match the collection's playful, nostalgic vibe. The custom imagery would showcase the products and be used across all channels throughout the campaign.
Working within the established campaign art direction, my focus was translating the visual language into a modular, performance-aware digital experience.
Persona • Customer journey • Market research analysis
Information Architecture • Wireframe • Prototype
Gathered insights to tell a story from the user’s perspective, helping to build empathy and understand the customer needs. Using data from customer service, analytics, and surveys, to create personas and identify the most engaged customers that align with the brand’s market fit. Mapped these insights to track key touchpoints along the customer journey.
Developed a design system that captures the retro aesthetic of the Marc Jacobs campaign, creating a cohesive and immersive brand experience across all digital touchpoints. The system includes curated UI components, typography, color palettes, and iconography, ensuring consistency across platforms such as campaign pages, emails, and social media.
UI Design
The UI design mirrored the theme of the collection and photoshoot creative using a 1980s, retro inspired aesthetic with a focus on product imagery, bold typography and micro animations. The color palette echoed echoed the tones in the product collection, providing a cohesive look throughout.
Rewarding buying behaviour with a game that creates an emotional response to drive engagement. The Marc Jacobs arcade game, a timed challenge where users aimed for the highest score before running out of lives. Top scorers featured on a leaderboard with a chance to win a cash prize. The game matched the campaign’s theme and design, with smooth, quick gameplay that encouraged repeated plays. Users could replay, check the leaderboard, and share their progress on social media to boost their score and improve their chances of winning.
The campaign demonstrated that a modular digital system, spanning a gamified experience, commerce page, and cross-channel design language, could serve multiple business objectives simultaneously: brand storytelling, product discovery, and sustained user re-engagement.
The arcade game mechanic introduced a behavioural loop that extended session time beyond passive browsing. Repeat play, leaderboard participation, and social sharing created a self-reinforcing engagement model, driving return visits that supported conversion across the campaign window.
The design system built for the campaign also provided a reusable framework, translating the campaign's visual language into structured components adaptable across email, social, and editorial surfaces, reducing production overhead for future brand moments.
Building on the established platform, introduce state-awareness into the campaign architecture to allow the system to adapt to individual intent rather than delivering a fixed narrative. The modular design framework established here serves as a repeatable template for further brand partnership activations, reducing build overhead and scaling the experience while maintaining consistency.
