Seasonal Campaign Landing Page
Website Design
2023
Lead Designer
Overview
The Seasonal Campaign Landing Page aimed to promote a key feature of the app, attract new users, and increase feature usage among existing users. As the lead designer, I was responsible for crafting the overall tone, visuals, layout, animations, and even the campaign logo. Working alongside a mentor-like art director, a project manager, and an outsourced programming house, I successfully delivered a landing page that effectively tied the abstract app feature to a spring theme while maintaining technical efficiency and user engagement.
Challenge
Abstract Feature Concept:
The app feature being promoted—saving money for specific purposes—was highly abstract and required a clear, relatable concept to communicate its value effectively. Additionally, the campaign needed to tie into a spring theme, making it even more challenging to align the visuals and messaging.
Animation Constraints:
Incorporating animations to enhance user engagement posed technical challenges. Animations needed to be visually appealing while ensuring the website remained lightweight and accessible. Staying within budget constraints further limited the scope of animation possibilities.
Process
Concept Development:
To address the abstract nature of the app feature, I explored multiple ideas before settling on a unique concept:
The piggy bank served as a metaphor for the savings function, and I incorporated a creative twist by visualizing the pig’s footprint from a bottom angle. This formed a cherry blossom shape, symbolizing spring and aligning the design with the seasonal theme.
This concept became the foundation for the landing page visuals, tying the feature and seasonal campaign together seamlessly.
Animation Optimization:
Balancing visual engagement with technical constraints, I decided to use APNG for animations. This approach ensured lightweight files that minimized website load time while staying within budget. I created the animations myself, maintaining control over the quality and ensuring consistency with the overall design.
Visual Identity Design:
In addition to designing the layout and animations, I created the campaign logo to establish a cohesive identity for the seasonal campaign.
Tools and Techniques:
Figma for layout design and prototyping.
Illustrator for creating detailed illustrations and assets.
Collaboration and Iteration:
Worked closely with the art director, who provided guidance, feedback, and final approvals.
Held regular meetings with the outsourced programming house to ensure smooth implementation of animations and layout.
Outcome
Achieved Goals:
The landing page successfully met its objectives, increasing user participation in the campaign compared to the previous year. Its engaging visuals and clear communication of the app’s feature played a key role in attracting new users and boosting usage among existing ones.
Positive Feedback and Recognition:
This was the first project I completed entirely on my own in this role, and the art director gave me a very positive evaluation for my performance. The success of the project further solidified my role and trust within the team.
Skill Expansion and Long-term Impact:
I expanded my skill set by designing the campaign logo, adding to my expertise in branding and identity design.
The project helped establish a creative standard for future seasonal campaigns, demonstrating my ability to balance creativity with technical and resource constraints.