WESTWING
Westwing is Germany's first and largest shopping club for home & living
Founded by Delia Fischer, former editor at Elle and Elle Décor, Westwing is a “shoppable magazine” of chic and stylish home accessories and furniture: a one-stop online shop offering discounts up to 70% and new sales on a daily basis on products from top design labels like Kartell, Bloomingville, Jonathan Adler, Vitra, Stelton, etc.
Westwing Brand Ambassadors
Westwing was seeking to expand its social media reach through brand ambassadors: interior and fashion enthusiasts with an elegant and mature design style, matching the brand's.
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Although the Business Development Team had created its own presentation to share with potential candidates, it didn’t reflect Westwing’s corporate identity. This led to confusion among potential candidates and difficulties in attracting and hiring the first Westwing Brand Ambassadors.
Process and strategy:
Since Westwing often draws inspiration from the fashion world, I thought this document would be better received by a home-and-design-enthusiast target group delivering it as a brochure instead of a regular presentation.
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Hence, my creative process started with researching editorial layouts from fashion magazines to learn how they communicated and played with big and attractive images and typography while staying mature.
Next, to translate the previous research into Westwing's look and feel, I defined an elegant and neutral colour palette, together with editorial images from the brand where these colours would be present.
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What followed was organising the information using a visual hierarchy through typography styles, sizes and colours, while playing around with the layouts, so that the document was pleasant and fun to read.
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Banner template for brand-ambassadors-dedicated interior sales
Result:
The result was an elegant editorial booklet with a corporate look and feel, which helped Westwing boost its Brand Ambassador program, hiring more than fifteen talents after the finalization of this project.
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Given this project's success, the booklet's design served as a basis to start the rebranding for both Instagram and Pinterest corporate accounts.
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Pinterest board before rebranding
Pinterest board after rebranding
Pinterest Rebranding
The challenge:
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Despite Pinterest being the perfect platform for interior design and home enthusiasts, Westwing struggled to reach new and untapped audiences.
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One reason for this was that Westwing's Pinterest account was not reflecting its corporate vision and look and feel. From the design point of view, it lacked coherence in typography, colour palette and voice.
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Goal:
Update Westwing's Pinterest account, reflecting a coherent, elegant look and feel, to stand out from the competition, drive growth and engage with new audiences.
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Process and strategy:
From the start of this project, I knew this was a collaborative process which I could not do without input from Westwing's Pinterest Team. That's why this rebranding began with a series of meetings and video calls with the Pinterest manager to better understand the platform, the behaviour and preferences of the brand's audience on Pinterest and the subsequent creative needs.
Once the Graphic Design and the Pinterest teams were level-set, another colleague and I started brainstorming about potential templates the team could regularly use to keep a sustainable and coherent look and feel on the platform. All of them shared a common colour palette and editorial layouts to elevate the brand's presence on Pinterest.
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Soon after, we presented a selection of 15 templates at a workshop with the entire Pinterest team and the Head of Graphic Design. I led this discussion meant to be a safe space where the Pinterest team could give feedback on our design proposals and we could take notes to better adjust to their needs.
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I captured the workshop key takeaways into a Pinterest Style Guide: a living document where I detailed a set of standards for the general look and feel of the corporate Pinterest account (typography, colour palette, logo usage, etc.) and the design of each template and its potential variants to guarantee both flexibility and coherence over the long term.
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Result:
Thanks to this rebranding, Westwing's Pinterest account now reflects the brand's spirit and personality. The style guide has proved effective in guaranteeing coherence even some years later. The account keeps meeting its goal to generate traffic to the website while inspiring thousands of home and interior enthusiasts to live beautifully.
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Instagram carousel and posts
Pumpkin Newsletter
Instagram stories
Pumpkin Newsletter
Halloween was approaching, and the PR team requested to create an email newsletter that would only include products in orange tones.
Unlike previous requests, for this project, we only received one mood image we could use for the newsletter layout.
Therefore, the challenge consisted of creating an attractive newsletter, trying not to be boring or overwhelming despite the presence of products in similar colours.
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Process and strategy:
My main strategy to create an attractive and dynamic newsletter was to find interesting product groups so as to divide it into several sections with different layouts.
Hence, some sections show a structured list of products within boxes, like a catalogue: a resource frequently used by fashion newsletters. Those same boxes would later serve as connecting elements to add interest to other sections with bigger and more attractive products.
On the other hand, to make up for the lack of imagery and keep the inspirational value that this newsletter sought to have, I drew simple vector illustrations to recreate interior scenes where the products could still shine.
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Result:
Despite the challenge, this newsletter was very well received by professionals of the editorial world and fashion magazines, so much so that simple line illustrations to create interior scenes became a common resource in the following newsletters.
Interior decor vector illustrations
First day at school card
School timetable for kids