Boux Avenue
Valentine’s Campaign
Visual Identity
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Art Direction
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UI Design
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Visual Identity 〰️ Art Direction 〰️ UI Design 〰️
The Concept.
As Creative Lead at Boux Avenue, I managed a small team of graphic designers and a stylist/retoucher to produce all creative in-house, working collaboratively within the wider marketing department to deliver high-impact brand campaigns. Valentine's was one of many 360 campaigns where I led the creative from concept through to execution and launch across multichannel touchpoints, both online and in-store.
As a lingerie business, Valentine's was a peak trading period – therefore a major creative and commercial opportunity that needed to cut through the noise and competition. Titled Write Your Own Love Story, the concept personified the four forecasted hero lines – Lexey, Rubie, Lotti and Alette – each embodying a unique take on the season. The campaign championed Boux’s core brand value of female empowerment and embraced a modern, inclusive approach to celebrating Valentine's Day.
The Shoot.
Shot in Hotel Cafe Royal’s rooftop suite, overlooking Piccadilly Circus, for a premium yet playful edge that amplified our core brand value: that all product was designed in-house in London. Assisting Head of Brand, I helped direct the shoot and made selects through the lens of end-use execution.
Campaign Video.
Supporting with art direction, production and graphics, we crafted a video to bring the campaign concept to life through a one minute tongue-in-cheek narrative that illustrated how the four personas were celebrating Valentine’s Day. It pays homage to vintage cinema, which paved the way for the rest of the creative and marketing amplification – balanced with frivolity and confidence to resonate with our core audience of 24-34 year old women. The storytelling approach was pivotal for Boux in that it subverted our usual style of passive videography that reflected the male gaze. This instead put the four women at the helm of the storyline with the autonomy to “write their own love story”.
Still Life Photography.
Responsible for all flat lay and still life imagery, I coordinated a shoot to capture supporting assets for the campaign; focusing on product details, highlighting other styles in the collection and creating compositions of trend stories for SS23 e.g. Barbiecore.
The Execution.
As well as an overarching campaign logo, individual identities were developed for the four personas, each featuring a nod to its product. These were used across all marketing collateral for cohesion that strengthened familiarity with the hero product lines.
Web.
To carry the narrative on site, the homepage was redesigned to hero the four personas and their respective lingerie lines, resulting in great uplift in conversion for those products.
As well as a product listing page, the homepage linked to an editorial feature page that showcased the story, additional imagery from the campaign and alternative styles that fitted each persona. These content feature pages were a concept I introduced at Boux, after experiencing strong customer connection and conversion from these pages in previous roles. Performance analytics from this page proved this correct, indicating a very low bounce and exit rate, longer time spent on the page and a higher conversion rate vs purely commercial pages.
4.6% CVR
CRM.
Email campaigns were cohesive with the launch, introducing our four key products and personas. Proceeding email communication introduced more styles in the Valentine’s range, using UGC, still life crops, swatches and original sketches from the design team – to illuminate the intricate detail and process behind this collection that was designed in house in London.
The careful curation of these emails resulted in a more engaged audience – proven by a 68% rise in sessions on site driven from email vs the previous year’s campaign.
+68% sessions vs LY
Social.
To strengthen campaign cohesion, the video and hero lines were rolled out across paid social assets. This was supported by organic content for reels and stories, designed by my team with a more detailed, authentic focus that offered an insider’s glimpse into the collection. These posts highlighted product attributes, genuine design sketches, and relevant trend-led stories such as sheer fabrics, heart motifs, and Barbie-pink colourways. Interactive elements like polls and links encouraged engagement and drew the audience into the story.
In Store.
Including window displays, in store screens and collateral for events; in this case, an exclusive collection preview in the flagship store, reaching a wider audience through interactive real-time instagram stories.
