MURAT SEYFI

This milestone campaign marks the long-awaited launch of a collection that has been years in the making - our beautiful new collection of Eau de Parfum fragrances.

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What has probably been the biggest launch of my career has also been one of the most interesting projects to work on. I had the opportunity to plan and create a whole new user journey, designed to put the customer first and to showcase the individuality of the people who crafted the collection - the New Guard Perfume Collective. It was a wonderful challenge to marry the brand and trading objectives of this campaign while keeping the customer at the centre of the journey.  

 

Achievement highlights:

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• Planning and designing of an extensive new user journey 

• Visual design of an interactive fragrance profiling tool

• New full-bleed homepage design

• New web-safe fonts

• New fragrance hub 

• Four new 'Behind The Fragrance' pages

• A perfumer gallery

• Four new perfumer profile pages

• Three editorial pieces to aid the online fragrance shopping experience

• A series of three campaign teaser moving images

• Concept and art direction of a CGI film to launch our new sustainable Refillable Fragrance initiative

• Concept and art direction of a fragrance education information film

• Art direction and retouching of a series of portraits for our internal campaign launch