ELLE Marketing Web

Project details

A series of campaign microsites and marketing assets designed at ELLE Taiwan (Hearst) for international beauty brands. The work spanned campaign landing pages, EDMs, web banners, and interactive content platforms — each tailored to the brand's existing visual language while meeting tight editorial deadlines.

Context

ELLE Taiwan operates as a media platform for premium beauty brands, where each campaign must extend the brand's global visual identity while resonating with local readers.

The core challenge across these campaigns — L'Occitane, Avène, SK-II, Kiehl's, Shiatzy Chen, Cool Mints — was producing brand-faithful campaign pages on tight editorial timelines, often with only finished product imagery, brand guidelines, and copy as starting points.

Each project required reading the brand's existing visual language closely, then translating it into a campaign-specific web layout that worked across desktop browsing, EDM inboxes, and banner placements on ELLE's editorial site.

Constraints & Decisions

Campaign pages had to launch in sync with brand PR schedules, leaving limited room for iteration. Each page also had to coexist with ELLE's editorial site framework rather than override it.

To maintain brand fidelity within these constraints, the design approach centered on: brand-led color and typography per campaign / hero-image first composition / clear call-to-action hierarchy for participation mechanics / modular sections that could be repurposed across EDM and banner formats.

Trade-off:

Original concepts often leaned toward richer interactive elements — animations, video embeds, multi-step participation flows — but were scaled back to ensure stable rendering across the diverse browsers and email clients used by ELLE's readership at the time.

Outcome

Multiple campaign microsites and supporting assets shipped on schedule across the season, each maintaining the visual identity of its respective brand while staying consistent with ELLE's editorial environment.

Deliverables included:campaign landing pages / EDM templates / web banners / interactive participation platforms / cross-brand visual exploration across L'Occitane, Avène, SK-II, Kiehl's, Shiatzy Chen, and Cool Mints.

The experience built a foundation in brand-led visual systems, deadline-driven production, and multi-format asset thinking that carried forward into later UI/UX work.

What's next?

Archived campaign materials, layout references, and brand-by-brand breakdowns are available upon request.

For collaboration or interview opportunities, feel free to contact me via email or LinkedIn. contact@yasminalin.com.tw