Gwen Stefani x Mobii
I designed and developed in-app content, microsites (most often in-app UI), and print materials to support marketing initiatives for the deployment of the Mobii app with the Gwen Stefani’s This Is What the Truth Feels Like Tour. The work captured and amplified Gwen’s signature onstage energy, something I was able to feel at one of the shows.
Experience Spotlight
Overview
Design for a multi-touch fan journey.
The tour promotion spanned several user entry points: an in-app content hub, microsites, and marketing collateral ranging from digital ads to printed posters. Everything needed to work together to build momentum, encourage ticket sales, and visually echo the attitude and artistry of Gwen herself — all in concert with our partners.
Speed & Scale
Challenge
Create a unified experience across platforms for a modern music icon.
We needed a cohesive campaign addition to the current tours brand that touched print, digital, and in-app content. 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. A dual brand voice competition in a fast-paced deployment and iteration cycle with short instantiation windows.
Systems First
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. I designed and maintained a few 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 the campaign (the black and white concept below didn't make it... it was one of my concepts, it hurt a bit).
Personal growth
Impact
A fan-forward digital presence that elevated every touchpoint.
The microsites acted as a branded hub and helped drive interest and clicks with dynamic content in support of the app (and also let me experiment every once in a while), physical print was carefully planned distributed, while in-app content offered a seamless flow of updates and engagement. This (mostly) coordinated triple front helped provide cohesion across marketing layers for us on the design (and for me web also) team, tying it all together.
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