Yale | August Multi flagship product launch
Product Launch | Art Direction | Front End Web Design
Project overview
Yale launched two new products that spanned both the Yale and August brands. The team worried that cross-selling these distinct brands would confuse our audience. To achieve this, we decided to use flexible yet distinct designs. I assisted the direct-to-consumer (DTC) team with creative ideas and art direction to develop multi-channel assets.
Approach
I reviewed past work and met with product managers to set goals. I presented a plan to the marketing team that covered all print and digital needs. Leverage the use of templates from a past project to save time and avoid extra work.
Solution
I introduced a new color theme, dusk, to connect the two brands, symbolizing the brand's peace of mind from day to night throughout the launch. Worked with our in-house 3D designer to create animations and additional assets to support launch needs.
Result
I created a shared style guide that solved the brand conflict. This approach allowed us to meet all marketing needs for the launch. It also streamlined the process for the stakeholders.