OVERVIEW
“The Wink,” is a digital editorial platform for Clinique that blends content and commerce. I led the team in developing the content strategy, branding, creative and experience.
THE BRIEF
Establish an editorial point of
view for Clinique and “reason for being” in the digital space.
WHAT WE DID
1. Content Strategy, Planning and Definition
2. Naming, Branding, and Art Direction
3. Digital Product Design
2. Naming, Branding, and Art Direction
3. Digital Product Design
STARTING POINT
Putting the customer at the center. Through customer and competitor research we can understand how to be relevant and motivations in order to craft a purpose around their reality.
STRATEGY
Understanding the customer motivations allowed us to identify topics that spoke to our core target groups, and ladder up to what makes Clinique unique in a credible way.
CONTENT
In order to keep customers engaged, a mix of high fidelity vs. low frequency content was needed. Content cards were developed and mapped back to our customer’s motivations, along with frequency and format.
FEATURES
Only after we landed “what,” we were saying, could we identify “how,” to communicate it. Key features were sketched out to ensure technical feasability with Clinique’s technical systems (drupal), optimal engagement with our audience / key stakeholders, and the ability to launch within our timeline.
DESIGN SYSTEM
The core features informed the components we would design into. These needed to be flexible for easy page customization and scale across devices.
BRANDING
We chose “The Wink,” because it was the smart wink you give someone “in the know”. I designed the logo to speak to Clinique’s clean aesthetic but also be modern so that it resonated with 20-30 year olds. We explored over 200 name ideas.
LAUNCH
Grey Malin took this incredible photograph from the historic New York apartment of Leona Helmsley, to help us launch “The Wink”.
RESULTS
Within the first 10 weeks of launch in the U.S.
700k new users
$1.25M in new sales
+27% conversion rate
700k new users
$1.25M in new sales
+27% conversion rate
TEAM
Wednesday Agency
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.
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
The “Digital Door” was a new opportunity to interpret how The Wink needed to bring customers into the store.
The “Digital Door” was a new opportunity to interpret how The Wink needed to bring customers into the store.
Store Design in partnership with Mapos Architects
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.
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
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.
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.
Creative Team, second and third phases (The Science Project) : Pacssu Park, Nicole Davis, Vanessa Brown