Branding
Selection of logo and branding samples that were done during 2015-2017.
Clinique 2023
Holiday Campaign
In my role as the global designer for Clinique's holiday campaign, I had to create a universally appealing theme that could resonate across diverse markets.
The "Clinique Lab at the North Pole" concept was a celebration of magic and wonder, intricately seen through the multifaceted lens of gemstones.
Black Friday
The journey began with Black Friday's regal purple gem theme. Designing for a global audience meant balancing the luxurious appeal associated with this color while ensuring that the visuals remained accessible and enticing to a broad demographic.
The amethyst-inspired graphics were carefully tailored to embody a sense of opulence without alienating regions with different aesthetic sensibilities.
Cyber Monday
As we progressed to Cyber Week, I introduced an emerald green motif to signify rejuvenation. Adapting this for various cultural contexts required a nuanced approach, considering the varied connotations of color in different regions.
The challenge was to maintain the campaign’s vibrancy, aligning it with local tastes without diluting the brand's identity.
12 Days of Clinique
The "12 Days of Clinique" presented a daily revelation of deals, with each offer wrapped in its distinct gemstone design.
The challenge here was creating a visual language that communicated 'surprise and delight' across different cultures, often requiring subtle adjustments to imagery and language to ensure cultural relevacy while keeping the engagement levels high worldwide.
The Game
Culminating in the "Clinique Merry Match Game," this interactive element was perhaps
the most challenging to localize. The game mechanics had to be intuitive across all user interfaces, with visual cues that transcended language barriers.
Conclusion
Adapting each campaign element—from the tiniest email button to the full landing page—required a deep understanding of regional design preferences and cultural nuances.
The adaptability of the design elements ensured a consistent yet localized shopping experience, whether on the bustling streets of Tokyo or the festive markets of Paris.
The campaign’s success lay in the delicate balance between a universal theme
and localized execution. By addressing the cultural and regional challenges head-on,
the campaign not only met Clinique's marketing objectives but also celebrated the global diversity of beauty, sharing a message of joy and generosity that was both heartfelt and commercially impactful.