Art direction and design for Ann Taylor's The August Dress Capsule collection campaign.
Comprehensive mini campaign for Ann Taylor's The August Dress Capsule, a collection of re-imagined and reissued dress patterns from Ann Taylor's archives. Featuring original sketches and fabric patterns from the 1960s, the campaign included art direction for the photo shot as well as design and execution of a series of email promotions, social media tie-ins and mobile and desktop website landing pages.
Working with the then-newly-rebranded Ann Taylor was all about a very open feel with clean and simplistic typography. There was a definite effort made not to make this feel too retro..
Images courtesy of Ann Taylor
Working with the then-newly-rebranded Ann Taylor was all about a very open feel with clean and simplistic typography. There was a definite effort made not to make this feel too retro..
Images courtesy of Ann Taylor
I art directed the shoot based on an initial mood board/proposal, as there was limited budget for this mini collection, so we modified a normal ecommerce shoot setup to add a bit more depth and set it apart visually.
A very mobile friendly landing page for the mobile version of AnnTaylor.com
was a more concise, optimized view of the desktop version.
Front page hero image at campaign launch
Product landing page added just enough differentiation to highlight the collection
within the existing Ann Taylor website layout.
Pinterest launch email and follow up campaign focus email.