Welcome Forward : 2021 Campaign
YEAR:
2021
ROLE:
Sr. UX Designer
SKILLS:
Microsite Layout Design / UX / Visual Design
About the Campaign
Each year, Equinox unveils an annual campaign that captivates audiences. In 2021, the "Welcome Forward" campaign featured two talents sharing their unique approaches to strengthening and bettering both mind and body. They immersed themselves in their "mind palace" to mentally train themselves and in their daily environments, such as the bustling city or the fencing ring, for physical conditioning.
At the forefront of our campaign, we have our talent Miles who takes you through his mind palace as he prepares for his fencing matches.
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Our other second talent, Daisy share how she trains her mind and body in her everyday life in NYC - connecting the inspiration we saw through miles into our daily practice.
The Challenge
As Equinox website typically featured minimal long form content, the challenge was to find creative solutions to present this content effectively while ensuring it harmonized with both the website's overall design and identity of the campaign.
The Solution
My approach entailed breaking down the text with striking imagery and accentuating the narrative flow with handwritten graphics. This effectively guided the story progression while adding visual interest and emphasis, enhancing the overall storytelling experience.
Related Content
The creative direction and aesthetics of the microsite extended to other assets like social media posts and email communications, ensuring a cohesive visual identity across all channels.
Conclusion
The "Welcome Forward" campaign exemplified my commitment to continue to innovate and evolve the digital ecosystem of a product.
Previous campaigns primarily featured stunning assets only for display. In contrast, this campaign represented a pioneering approach by incorporating a narrative and inspirational context behind Equinox's visually striking campaigns. It was the inaugural initiative to unveil the story of Equinox's brand campaign and motivation driving the artistic endeavors that it is dedicated to.
This project not only met the challenge of aligning with the campaign's aesthetic but also elevated the user experience, setting a new standard for content presentation within the Equinox digital ecosystem.