Brief
To promote Petit Vour's new direction of curating ethical fashion, a departure from their previous identity as a clean, vegan beauty retailer and monthly subscription box, we created a strong, high-fashion campaign to show customers conscious, vegan apparel and accessories in an elevated way.
The Homepage
Petit Vour’s identity was shifting from a cruelty-free beauty box to an ethical lifestyle curator. To aid in this shift, we shot an elevated campaign in Ojai, California showcasing the retailer’s exclusive selection of vegan fashion and lifestyle products.
Our launch coincided with the autumn equinox and we wanted to feature transitional fashion supplemented with fall-inspired beauty in warm, moody shades that aligned with our editorial calendar. We paired back the copy to allow the customer to focus on the imagery with targeted CTAs. We also added collection “buckets” to draw the customer’s attention to featured collections.
We added a promotional banner at the bottom of the site that depicted the current GWP to drive conversion.
Additionally, we planned out content months in advance in accordance with our editorial calendar - scheduling homepage updates with new visuals and content alongside new product releases.
E-mail Marketing
At Petit Vour, I designed, copywrote, and coded all of our marketing emails through Mailchimp and then Klaviyo. Here are select emails I created for Fall and Winter 2018.
Visual Assets
Key Learnings
Frequent innovation in design (typography, colors, layout) yields inconsistency and therefore fuels confusion for the customer. A certain adherence to visual language helps the customer navigate the site effortlessly.
Functional copy is as important as expressive copy to guide the customer to where we want to direct them. Copy should be kept short, sweet, and to the point; too long descriptions can lose the viewer while too vague headlines can do the same. Descriptive, direct CTAs can funnel the customer into designated shopping collections.