Clinique, The Wink


My Contribution:
Creative & Art Direction
Content Strategy
Brand Identity
Graphic Design
UX


clinique.com/thewink

“The Wink,” is an editorial platform for Clinique that blends content and commerce. I led the creative for this project in which we develop the name, identity, design, art direction, guidelines and overall content strategy. This came to fruition by integrated seamlessly into Clinique’s digital flagship and navigation. I drew inspiration for the graphic design from stickers, cards and pop culture. This resulted in unique graphics such as iconography, circles behind the products and sense of overall fun.




THE BRIEF


Establish an editorial point of view for Clinique and “reason for being” in the digital space.



OUTCOME

700k new users
$1.25M in new sales 

+27% conversion rate




Results within first 10 weeks of launch





Grey Malin took this incredible photograph from the historic New York apartment of Leona Helmsley, to help us launch Clinique’s The Wink


BRAND IDENTITY


I designed “The Wink,” logo above to work with Clinique’s distinct aesthetic and also resonate with 20-30 year olds. My team and I worked with Clinique’s legendary copy team on over 200 name options. We chose “The Wink,” because it was the smart wink you give someone “in the know”.





CONTENT FORMATS AND STRATEGY


I led my team in all aspects of creating “The Wink,” and establishing the editorial franchises that would ultimately populate the experience. We trained Clinique’s editor in the frequency and purpose for all the story subjects above and how to achieve them consistently. 






DIGITAL COMPONENTS


“The Wink,” integrated within Clinique’s Drupal site framework to seamlessly merge content and commerce. We designed a flexible component library for easy customization and scale across tablet, mobile and desktop.




Creative Team (Wednesday): Morey Talmor, Rekishia Jessup, Jun Lu, Natalee Ranii-Dropcho





PHASE TWO

Retail Experience and Global Launch


Following the success of the US launch, Clinique had plans to roll out “The Wink,” globally and build their first ever stand alone store in Hong Kong as an experience extension. 





RETAIL DESIGN AND INTEGRATION

The creative I developed for The Wink informed the in-store visuals and experiences. I led the design for the Hong Kong Clinique store digital doorway.





RETAIL EXPERIENCE MAP


I worked with Clinique and the architects to map out where and which interactions took place in order to build a connected customer experience.







AMBIENT STATE


Store experiences are lifted from “The Wink,” along with visuals and design direction




DIGITAL DOORWAY


The doorway to the store is an active experience that utilizes content from “The Wink” on Clinique’s site as well as promotes events and services unique to the Hong Kong store.



AMBIENT STATE


The river of content would draw customers into the experience and invite them to interact with the goal to drive into store




TOUCHSCREEN STATES


The interface elements were optimized for mobile interaction, utilizing QR codes and SMS for customers to save content and touch in order to navigate and book appointments.










PHASE THREE

Following the retail experience and store design, we rebooted “The Wink,” digital experience. This included a full roll-out to 30 international regions, a cleaned up design aesthetic, and template enhancements. 











Creative Team, second and third phases (The Science Project) : Pacssu Park, Nicole Davis, Vanessa Brown

Store Design in partnership with Mapos Architects







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