Featured image for girl of the year, Lea Clark project

Product Campaign

American Girl digital initiative for Girl of the Year, Lea Clark

Objectives

Digital portion of an omnichannel marketing campaign for Girl of the Year product.

My role

UI Designer, Visual Designer, Web Designer

E-commerce

Early concepts

The brand creative team provided different assets for channel designers to test drive and help with initiative guidelines. These were my early iterations for digital media.

Homepage
Concept design for Lea homepage
Category
Concept design for American Girl shop page featuring Lea product
Email
Concept design for Lea email

Philanthropic partnership

Each Girl of the Year doll had a charity partnership that related to the character’s story. Lea’s finalized character assets were used to create an informational page about this effort.

American Girl partnership with World Wildlife Fund

Emails

Messages about Lea’s story, opportunities like book signings, and in-store events were communicated directly to customers.

Character Introduction
Meet Lea Clark email
Book Signing
Lea Clark book signing email
In-store events
In-store events featuring Lea Clark

Display ads

Static and animated ads were created to communicate Lea’s story and product offerings.

Lea Display Ads

Play site

Content made for kids

To get kids interested in Lea‘s story, content like book excerpts, games, apps, videos, and wallpapers were available on the American Girl Play site.

Image of Lea Play site on a laptop device
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