NYC FASHION WEEK $1MIL CAMPAIGN.
New York Fashion Week (NYFW) is a global design event that attracts people from all over. The City wanted to take advantage of this international audience to elevate and bring special attention to local NYC designers.
The Mayor’s Office put together a $1 million budget to place marketing throughout the city. We had billboards, buses, taxi tops, and a slue of other media all with the call to action to a website. The challenge was to build a clean website that both showcased our designers to the world, while also serving as a resource hub for all NYC designers.
My role as Product Designer meant that I was responsible for the UI/UX design, and the front-end code of the website for the campaign. I used Wordpress for quick development and simple content management after the launch. I built upon the established brand of NYFW, and applied some modern tweaks.The aesthetic is inspired by the New York Subway. It makes use of the high contrast black and white brings, with accents of hot pink that’s become synonymous for fashion in NYC.
The objective for our local designers was to connect them to potential investors, collaborators, and also customers. Intrinsically, the organization had the objective of making this website a resource hub for all NYC designers. I created a one page website that achieved everything we needed at a quick glance.
Knowing that people were going to be inundated with design & excitement, the website had to be visually pleasing, but more important utilitarian and straight to the point. I made use of anchor points and smooth scrolling, to house all the content on one page.
Lastly, the website had to be mobile friendly, we anticipated most traffic to be on smart phones while moving around the city from one event to another.
PROTOTYPE (CLICK THE SCREEN)
The outcome was a very successful campaign. Our designers gave us great feedback on the people who reached out to them through the campaign and we saw a surge in designer inquiries. Ultimately because of this effort, the city will be able to continue bringing value to local designers. New York City has a thriving community of fashion designers, it only makes sense to continue investing in ourselves.
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