Gwen Stefani x Mobii Interactive Campaign
I designed and developed in-app content, microsites, and print materials to support marketing initiatives for a partnership between our app and 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 experience 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 that spanned print, digital, and in-app content — all consumed and presented in our product, but matching the bold energy of the tour. 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 translated it into a small system that fit 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. We did the same our external partner's print schedule and when relevant we coordinated the two.
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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