Campaign and responsive website for a new product line for Unilever.

Project:  Help AXE launch their new premium line of hair products, AXE Matte Effect. AXE has been widely adopted by teenagers but it was a challenge to attract the 20-something, fashion conscious customer desired for the new line.  We created the overall campaign concept and delivered a multi channel experience including mobile site, desktop site, print and social content.

Process: We started by understanding the existing brand, new brand requirements and best-in class examples. I worked very closely with two art directors and a copy writer to ideate, sketch and make decisions. We also had to educate our clients about digital properties and how they should best be used for a brand with a tech-savvy audience.

My role and responsibilities:  Working closely with the design & content team, a creative director and developers, I participated in ideation, sketching, client presentations, produced prototypes and interaction documentation. I initiated feasibility studies and proof of concepts with the development team. I also led the communication between the creative team and the remote development team in India throughout the project.

Concept development

Prototyping

Wireframing

Functional documentation

Playful micro interactions to establish brand personality

We added several micro interactions through the site, which helped balance product and lifestyle content. When AXE client hesitated to hero the characters on the homepage cards and pushed to only feature products, I advocated starting the experience by loading product images on cards and animating to character cards with a flip motion. This also brought a playful interactivity to the homepage.