Ivy Park Launch Campaign
I was one of the creative leads on the launch of Beyoncé's activewear collection, Ivy Park, sold exclusively at Nordstrom in the United States. Our goal was to create a rich, interactive site experience that would tantalize the #BeyHive while still providing valuable selling info. We ended up exceeding our sales goals, and among those who made purchases, 25% were new to Nordstrom and younger than the average customer.
The online experience functions with a scrolling parallax background; full-screen images that subtly zoom as you look at them; collapsible tech specs annotating the images; and numerous interactive hover states. Play the video below to see it in action: