Jockey International
design / art direction / photography / illustration / email / social
Every month, we sent out themed Mystery savings emails with animations to help grab attention. I was responsible for sourcing props, photographing the animated props, compiling the animations into gifs, and designing and coding the emails.
Jockey Intl. reinvented bra sizing with their RealFit® bra. I was responsible for branding the emails to be consistent with in-store signage and packaging. We also wanted to create a sizing guide online in order to figure out your new size, and I created illustrations to help illustration fit options.
This was one of our Memorial Day campaigns that I was able to art direct and design. I chose the poppy flower as a theme since they represent remembrance and are the flower for veterans. The decorative corners for the boxes mimic awarded medals as well. After designing and coding the email, I was also able to code our click-through banner online and our pop-up for non-email customers.
We did a ton of A/B testing at Jockey. Almost every single email we sent was tested, and we would reconvene at the end of the month to analyze results. Here are our tests left to right:
+Price bar testing in main image versus “below the fold”.
+Testing adding a description for each collection in our curated product grid.
+Segmenting or labeling our user-populated grid. 9 random bra suggestions or 3 in 3 categories.
As we started getting more social-ready photography, and shots to play with and animate, it was ready to let them shine on socials themselves. I helped to launch our social refresh with playful typographic gifs, and the creations got to be on Instagram and Pinterest.
Consistent branding is always key, especially between collections, products and storytelling. For this period of time, our team’s “brand n’ butter” was:
+Big blocks of color (pattern if could)
+Circles for color or fit options
+S-curve for days
+Black price bars
+Separate photo blocks, only layering with solo products
