To build awareness of its brand in a space dominated by better known names such as J. Crew, Martin+Osa decided to offer a sweepstakes for online readers of Vogue (I was working for Condé Nast at the time.) As part of the giveaway, a trip to Aspen and a wardrobe, they wanted a simple interactive experience for readers to get acquainted with their products. Below are initial sketches leading to the produced deliverable.
For an initial sketch I created a logotype of sorts and established something wintry and ski-like.
Next, I incorporated text from the client and started to form the interactive experience. There were separate sections for women and men; I used the male/female symbols because the logo evoked such forms and they were very striking as graphic elements.
I got rid of the ski graphic and made the Pack a Bag headline more prominent to emphasize the clothing. I also used the bag packing metaphor to have the user view different outfits before being able to proceed to the sweepstakes form.
I received better photos from the client and also simplified the interface.
Final interior screen with three outfits "packed." I got rid of the male/female symbols. Early on I had to come up with forms because I had no client assets beyond a logo but the photos I eventually received were good enough to provide the primary visual interest, allowing me to simplify.
A sketch of the homepage. For site design I often design interior pages before the homepage.
Final homepage. I made several versions with varying presentations of the photograph and different type treatments. Here I cropped the model closely and made the typography more designed. This was made in Flash and the photograph loads first and then the blue overlay with the text slides in from the left. You can view and interact with it here >