Role: Art Director / Design Lead
Date: 2010

International Women’s Day with INTERMIX

In celebration of the 100th anniversary of International Women’s Day, INTERMIX partnered with Rock The Vote to encourage women to exercise their right to vote.

I partnered with an art director to lead and develop the visual narrative and identity of the campaign that encompasses digital and store activations.

In time of election 2020, and we were determined to deliver the right creative and art direction in the right tone of voice that inspires women to be active, vote and advocate other women to provide encouragement.

We prepared ourselves with rigorous research in history in making an appropriate creative decisions and being conscious in choosing a photographic style.

Colors & Typography

During our research, we discovered that yellow was a color symbol of Women’s Suffrage Movement in 1867 in Kansas and decided to adopt it as our primary color to shape our direction. In choosing the right hue and shade, we wanted to bring out the warmth and vibrancy of the color as much as possible to highlight the strength hidden in its delicacy.
The two secondary colors are in the shades of grey and black to balance out the brightness of the yellow and also represent the essence of our brand. They are also a representation of art direction that we achieved through black and white photographic style.

Din Condensed, our primary font for the campaign, commonly represents statement and strength and had a powerful presence when paired with photographs. As the main theme of the campaign is the balance of strength and delicacy, quentin was used as our secondary font to interrupt the rigidness and soften the strength with delicacy.

Tag

With campaign fonts, we created a campaign lockup that is used throughout the campaign to serve as as visual cue and represent the tagline.

Art direction

Soft greyscale photography with accent color of yellow on the rose was used in directing this photoshoot. In order to accentuate the strength and the power of women, we wanted to make a “statement” ourselves through visual.

Digital Activation

As a campaign launch, we activated digital initiative on our website along with a campaign video and dedicated a landing page to feature women, leading with Sophia Bush as our spokesman to make a statement through their voice.

Social Media

Leading up to the launch of the campaign, we activated various social media focused initiatives especially for Instagram, ranging from Giphys to AR filters. It was an opportunity for us to engage our audience at a larger scale with custom built AR filters to spread the words of our campaign and act as an advocate by encouraging each other among their friends and family. It acted as a natural amplifier of the campaign.

In-person Activation

In order to support women to register to vote, it was important to engage them in person at a physical space. Leveraging our brick and mortar stores, we had a voting booth set up at our SOHO retail space in NYC to interact with our customers at a personal level to engage and amplify one another to take action. In support of the voting booth event, we designed postcards that could be mailed out to friends and families to encourage each other in voting.

Publicity

We also gained a lot of publicity around our campaign and our campaign video helped us gain more attraction.