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Redacted Campaign Site

campaign, social contest, responsive website for a clothing retailer

No, this project wasn’t pornographic. And although this site design was live to the public for several weeks, I am unable to reveal the client’s name or trademarked content in this space. But I can say it was a crowd-sourced-based contest campaign site for a national chain clothing retailer with a tween-to-college age target audience — designed & built entirely by sprinting in-browser within a two-month timeframe.

fig. 2

This site for this Spring 2013 contest brought this popular annual event online to a dedicated domain and crowdsourcing platform for the first time.

The layout featured inspirational images and video of past contest winners above a sortable, filterable, infinitely scrolling mosaic of the current entrants.

fig. 3

Each entrant in the contest was asked to identify with a branded lifestyle-oriented look category as a way to help promote themselves as one of the next faces of the brand. A page for each look featured images of past winners wearing the corresponding style from the current line.

Each contest participant had their own photo blog page to fill with style inspiration, videos, photos, quotes and tags that displayed their personal style and interests.

figs. 4–5

Entrants were encouraged to spread the word about the contest by promoting their page on social media — crowdsourced votes made an impact on the winner selection. The site tied directly into facebook for voting and commenting.

fig. 6

With a smartphone-savvy target audience of teens & young adults age 13–25, we built the site to be device agnostic and fully responsive.

I lead the creative front-end with hands-on graphic design and code, providing direction to the art directors and developers, collaborating with leads on both the agency and client-side.

fig. 7

Due in part to the fast turnaround time on this campaign, the site was designed entirely in-browser. Very few images were used in the interface — 99% of the graphic elements in the UI were created entirely with CSS or delivered via a custom icon font for maximum flexibility across devices and screen resolutions.

what

  • Dynamic campaign site.
  • Responsive web design.
  • Crowd-sourced online contest.

my role

Creative Director

freelance with Arnold Worldwide

launched

Winter 2013

ok, what gives?

I’ve never really had a “client from hell” — and honestly these guys weren’t. My portion of the project went smoothly, the site went live on time, did reasonably well, and then was retired at the end of the campaign. The case study had been in my online portfolio for about a year — until I received a cease-and-desist letter from the client’s legal team over showing copyrighted material on my domain. I don’t think I was doing anything outside of fair use, and it feels weird that I can’t publicly display something I had a huge hand in building — but my contract was with the agency, not the client — so I’m exercising caution. However, if every client that I worked with via an agency cease-and-desisted me for displaying copyrighted material, I’d have nearly nothing left to show here.