What if Maybelline could rival the top fashion mags? My team and I created Maybelline’s first modular ‘blog-azine’ with monthly editorial features and social content for users to watch, explore and share. We called it CITY.
From influencer videos to interactive editorial content, each module was designed to reinforce trend authority while showcasing the CITY lifestyle. Created with social top of mind, features were designed to be portable for multiple channels. Today, CITY has redefined the brand and converted visitors to buyers.
Role: Creative Director
We created video content series like “Off the Cuff” and “Posed” hosted by guest editors like Erin Wasson and Louise Roe.
In addition to getting recognition from Communication Arts and the Webby Awards, average site engagement rose from 2 minutes to 6 minutes. Cart sales increased by $11 a person.