ROLES: CREATIVE DIRECTION, EDITORIAL CONCEPT, TYPOGRAPHY DIRECTION, CHANNEL STRATEGY, VISUAL IDENTITY, UX.
2019 Store Video Signage Concept
Situation:
Between 2017-2019 David’s Bridal was challenged to reinvigorate the OMNI channel experience and broaden their customer acquisition reach for the White by Vera Wang brand.
White by Vera Wang drove "halo effect" consumer consideration to attachment categories that had strong growth opportunity for e-commerce, including veils, shoes, hair accessories as well as the core in-store consideration on higher price categories of wedding and bridesmaid dresses.
2019 Instagram Stories
Tasks:
As creative director I was engaged to strategize creative opportunities for content and media and find new ways to extend use on product and editorial photography in broader channel strategy with motion and video applications.
It was important to look for innovative ways to use behind the scenes, interview and first person narrative to bring a more awareness of the heritage of Vera Wang herself as the heart of the brand.
To bring a new focus to the product details while giving the customer the "high touch" recreation of in person experience for mobile social engagement was also a key creative directive.
Between 2018 and 2019 The Après campaign was conceived to put focus on accessible luxury and high end details in broad use party dresses. This collection reflected the trend toward approachable elegance and dresses that were more fluid in use for a broader range of wedding events.
All design presentation lead with Instagram Stories and Facebook Canvas as the cornerstone approach.
Typography examples:
Vera Wang 2018 Designer Experience Landing page
Vera Wang 2018 Designer Experience Landing Page
To support the video look book concept I created a motion prototype to show Vera Wang’s brand team how the experience would function as well as how we would use video in social media.
The prototype model showed how video of Vera Wang in her showroom would be interspersed with editorial and studio product photographs to illustrate the inspiration and spirit of the brand from the founders perspective.
Click below here to see the video of the landing page scroll behavior
Instagram Stories 2018
Results:
In e-commerce White by Vera Wang accessory and bridesmaids dress categories saw a lift year over year during the bridal shopping season consistently during that 3 year period.
Overall the White by Vera Wang campaigns contributed to David's Bridals 12 PT net promoter score rise during the 3 year period between 2017-2019.
The tests in organic and paid social over this period created better data on the Vera Wang customer that were indispensable for evolving regional targeting and personalization.
TEAM ROLES: Copy Catherine Strawn, Additional layout and Animation Meghan McGinley. Photography Patrick Demarchellier, Executive Creative Director Fredrik Peterhoff