RESEARCH: Moodboards for Focus Groups in New York, Paris, London and Tokyo to define the visual style of the campaign.
Moodboard 1: Sweet & Hard
Visual exploration around the notions of modern femininity.
Test material for focus groups in Paris.
Visual exploration around the notions of modern femininity.
Test material for focus groups in Paris.
Moodboard 2: Crafted Life
Focused on return to DIY, nature and authenticity in life of millenial women.
Test material for focus groups in NYC, London.
Focused on return to DIY, nature and authenticity in life of millenial women.
Test material for focus groups in NYC, London.
Moodboard 3: American Girl Gone Global
Focus on adoptation of Americana in global culture.
Test material for focus groups in Tokyo.
Focus on adoptation of Americana in global culture.
Test material for focus groups in Tokyo.
Web Design: Concepting Phase
Concept 1: Free and Authentic
Concept 2: Crafted Americana
Final direction; Crafted & Authentic
Millenial Manifesto:
Special Features: search made visual. Shown here: search by geo-location, filter by language, topic, interests, etc.
Special Features: search by most popular topic.
Special Features: search results.
News section displaying feeds from multiple social ambassadors.
Active discussions section.
Special Features: member profile section.
Emphasis on experience and visual appeal, customization with easy drag & drop functionality.
Emphasis on experience and visual appeal, customization with easy drag & drop functionality.
Member dashboard.
Brand ambassador's blog (custom Tumblr design).
Poster design.
This work is a property of Edelman and Levi's.
