Tory Burch
Role: Art Director / Designer
Date: 2022As a Senior Design Manager, I’ve led and designed dot com marketing campaigns and new product launches, collaborating with cross-functional teams, to expand the brand’s audience and presence. Also by collaborating with developers and product teams, I continuously sought out new opportunities and enhancement to the site.
Tory’s 12
In anticipation of the holidays in 2021, Tory Burch created a digital advent calendar where the customers are introduced to a daily surprise product launch for the holiday season. We created a little movements in each visual to make the experience more interactive and engaging.
Exploration
We’ve started to look at various solutions to our micro landing pages in order to make the editorial contents more digestible, and we’ve found higher engagement with lock and scroll functionality with our audience. I looked at various ways to implement lock and scroll feature on the page to see how it could be utilized to tell the narrative without disrupting the experience. We also didn’t want to make the page overwhelming with too much scroll and product features.
Result
Our solution was to implement a simpler approach to highlight the daily new product so the customers can focus on the story in the header and also call out the designer’s voice in its selection of products.
Digital Advent Calendar
At the bottom of the page, we featured the “advent calendar” where revealed products are showcased in a grid along with the hidden ones to scale the anticipation.
Current creative shows when all 12 days are revealed.
Shoppable Experience
Each product grid is hot-spotted to allow customers to quickly view and shop. It allowed the page to become not only an editorial page but also a shoppable destination.
with DAZED
We collaborated with DAZED magazine to promote our Good Luck Trainer sneakers with branded contents and dedicated shops to attract both DAZED and Tory Burch customers. Here are some of campaigns that we’ve launched DAZED featuring Sydney Sweeney and the campaign ranged from these splash pages to social media posts.
