Victoria’s Secret’s Swim line needed a design refresh of their digital communications as they began to launch their 2015 Swim Collection.
Building on previous success within the client, I was given creative flexibility with design direction. A new catalogue of sales-focused emails were inspired by handwritten script. This decision kept the visual aesthetic fluid and organic set the tone for the majority of the creative. Layered photos fused to one another leveraging scenery shots as atmospheric textures along with graphic thick borders to create a dynamic visual experience.
It was critical that the designs/sections of email properly rendered on all significant devices, browsers and operating systems, so the goals of each email campaign would perform as intended. In the end, each email in the catalogue was strong enough to stand on its own and when brought together addressed several sales, promotional, new product spotlights and other critical company offerings.
Duties: Concept, art direction and design.
Designer Love: The design set a new approach for future email stylings sent from the Victoria’s Secret brand.
Team Props: Company leadership was “very pleased” with email catalogue's performance that was designed for VS Swim.