Concept development – ART DIRECTION – ILLUSTRATION
This was part of an end-of-year reactivation email campaign to remind our users of our product and engage them in a rewarding and interesting way.
This was the second year we did this campaign and we wanted to come up with a concept that felt personalised to each user. Through brainstorming with the working group we agreed to develop personality types to assign the users based on their product usage: the energizer, the storyteller, and the innovator.
With this in mind, I and the motion designer in my team, developed the concept further visually. We wanted to use the traditional look of tarot cards, yet adapt them to our brand, to show the three personality types. We had a collaborative process throughout, starting from hand drawn sketches to vector illustrations and finally to card compositions with textures.
