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WW: WEIGHT WATCHERS REIMAGINED

Rolling Out a Rebrand

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EMAIL, LANDING PAGES, ECOMM, B2C

WeightWatchers became WW and I was the in-house designer establishing how the new branding would be applied in email communications. This constantly evolved as we balanced the rules of the new look with the behaviors of subscribers.

Email Design

I created emails across all member touch points—recruitment, retention, ecomm, newsletters, and onboarding.

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"Exceptionally high CTR."

-Analyst

Objective:

Product awareness

Concept:

Playing off the headline, ice creams are party animals, hanging from the ceiling. Hypothesized unexpected positioning will increase curiosity and attention.

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"Significant increase 
in site traffic attributed 
to this email."

-Marketing Manager

Objective:

Drive mid-year sign-ups

Concept:

Intersection of WW ownable element (food) with theme (Christmas/winter cookie, peppermint) and urgency (expiration/burn).

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Photography Art Direction

On-set art director at four ecomm photoshoots for WW branded snacks. Aim was to make the snacks look high-end and indulgent.

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High Profile Pieces

When Oprah is on your team there are a lot of eyes on the work; I was the trusted go-to for such digital content.

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