Company
Epsilon
On the digital creative team at Epsilon, we create dynamic wireframes with which we support creative for current and future campaigns, rather than one-off creative.
Client
Free People & Anthropologie
Role
Graphic Designer
Executed creative concepts based on strategy formed in collaboration with Art Director.
Free People/FP Movement Storytelling Mobile Interstitial
Free People first came to the team during a Creative Account Review requesting a new treatment using Epsilon’s dynamic capabilities to support the launch of FP Movement, their activewear and lifestyle sub-brand.
The brief: Create a curated, mobile only wireframe with a storytelling feel, to support multiple categories across FP Movement and will be targeted towards repeat shoppers between the ages 21-30.
*Disclaimer: I do not claim to own any images or assets shown in this project.
The Concept
Concept Iterations
Two additional iterations of the concept were created to explore how the wireframe can support different categories with different stories.
With leggings being FP Movement’s #1 seller, it was important to show how the story could be tailored for a specific category.
Repurposing for Anthropologie
The wireframe created for Free People was so well received that Anthropologie, a brand under the same umbrella, expressed interest in using the wireframe, or something similar, for category support. Some adjustments to the wireframe were made in order to support this client.
To show maximum flexibility, we focused on three different collections for Anthropologie. Their collections often feature their own logo treatment, so we ensured there would be enough room for things to live comfortably.
Business Objective
Message unengaged consumers with high impact media to build awareness of brand
Creative Overview/Benefits
Crafts an engaging narrative to compel a consumer to connect with a new or unknown brand
Editorial look mimics emails and site homepage, and style can be customized for cohesive brand experience