TOWER 28: Ideation for experimental marketing campaign and E-commerce redesign
Duration
9/22-05/22
Role
Design Consultant
Work
Graphic Design, Branding, Prototyping, Marketing Strategy, Market Research
Team
Christy Lin, Geena Yin, Maya Chawla, Chloe Doweling, Thannush G
Tower 28 is a makeup and beauty brand based out of Santa Monica, CA. The name is inspired by lifeguard tower 28, at the junction of Santa Monica and Venice and a meeting spot for locals.
Founder Amy Liu had been working in the beauty industry for many years when she was inspired to create a brand that was inclusive to all skin tones and types, especially sensitive skin.
Tower 28 is one of the few make up brands to have its products approved from the National Eczema Association
Phase 1:
Create unique landing pages for each Hero SKU to convert website users into purchasing, design digital post-purchase follow-up email templates to encourage product reviews and repurchases, and create a more user-friendly product quiz
Phase 2:
Develop an original marketing campaign idea to increase brand awareness and purchase conversion. Create designs for assets, signage, instagrammable moments and present Go-To-Market Strategy and social media rollout recommendations.
THE ASK
OUR APPROACH
Competitor Analysis
For each stage of our project timeline, we conducted comparative analysis and market research to understand how competitors could provide insight into optimizing Tower 28's designs, marketing strategies, and content creation.
Lo-Fi Wireframing to High-Fidelity Designs
For all our weekly deliverables, we initially started with low-fidelity wireframes converted to high-fidelity webpage designs, following the process of inspiration, ideation, and iteration. Below I've shared a few of our final designs and deliverables
DESIGNS
Through this project, we created landing page templates, email campaign module designs, shade-finder quiz redesigns, experiential marketing campaign mockups, and UGC video content.
