Weaving digital and print to support our app partnership with a Gwen Stefani tour.
ACTV8me empowered a Gwen Stefani tour. Our promotions spanned several user entry points: an in-app content hub, micro-sites, and marketing collateral ranging from digital ads to printed posters. Everything needed to work together to build momentum, encourage sales, and visually echo the attitude and artistry of Gwen herself.
Experience Spotlight
Campaign Overview
Design for a multi-touch fan journey.
While the creative direction was provided by the tour creative, ACTV8me needed a cohesive support campaign in addition to the current tour's identity that already touched print, digital, and in-app content; we needed to create and build within tight contraints to augment.
Speed & Scale
Challenge
Create a unified experience across platforms for a modern music icon.
With a mix of live dates, marketing pushes, and surprise content, the challenge was to think in a visual system flexible enough to work across our product while still feeling undeniably like Gwen's tour flavor infused by ACTV8me's technology. A dual brand voice in a fast-paced deployment and iteration cycle with short instantiation windows.
This evolution was the start of my efforts at liquid systemization.
This evolution was the start of my efforts at liquid systemization.
Systems First
My Approach
Templates and tools for rapid rollout.
We began with Gwen’s tour style and design established by the team working on the official campaign and used it across our product support: app, print and web.
Me and my fellow co-worker designer designed print material and I designed, built, and maintained interactive microsites that had both a core branded message from our partners as well as experiences that mirrored the feel of what our content team was currently doing in support of ACTV8me (the black and white concept below didn't make it... it was one of my concepts, it hurt a bit).
Me and my fellow co-worker designer designed print material and I designed, built, and maintained interactive microsites that had both a core branded message from our partners as well as experiences that mirrored the feel of what our content team was currently doing in support of ACTV8me (the black and white concept below didn't make it... it was one of my concepts, it hurt a bit).
Multi-touchpoint
Full Spectrum Approach
A fan-forward digital presence that elevated every touchpoint.
The micro-sites acted as a branded hub that app content could point back to and helped drive interest and clicks with dynamic content in support of the tour (and also let me experiment every once in a while), physical print was traditionally distributed, while in-app content offered a seamless flow of updates and engagement; this coordinated triple front helped provide a cohesive experience across marketing layers for us on the design team, tying it all together.
Contact Me
Have a project or problem to solve?
Use the form and I'll get back to you.