Yale Dual flagship product launch
Front End Web Design | Creative Direction | Art Direction
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 pitched a strategy to use specific door colors
to distinguish the products visually. I tailored the lifestyle photography to align with home styles that resonated with our audience. I also partnered with product managers to translate technical features
into clear visuals.
Solution
I directed the on-site photography to capture unique visuals for print and digital.
I collaborated with an internal 3D designer to create animations that highlighted the specific tech features. I also worked with the e-commerce team to optimize the web experience for better product discovery.
Result
I showcased two similar products visually, designing distinct presentations tailored for different audiences. This improved customer engagement on our
e-commerce sites. I also built a scalable framework
for future multi-product launches.