Website
Whilst working on the Fabled website, I created over 150 responsive, editorial-style content pages, which featured expertise from Marie Claire, in the forms of product recommendations, beauty tips and celebrity interviews. I also designed brand pages for an extensive range of premium and niche brands such as NARS, La Mer and Clinique, following their strict brand guidelines whilst maintaining the Fabled website look and feel.
Fabled - Brand Building/Creation
Web Design // Content Creation // Brand Identity // Social Media // Email Design // Coding // In-store Creative // Print
The Challenge
I was hired by Ocado to create and launch their high-end beauty platform - 'Fabled by Marie Claire'. The platform featured over 250 premium brands and positioned itself as 'your beauty best friend.' The brief was to achieve a creative direction that focused on the editorial aesthetic that reflected Marie Claire’s magazine heritage, while ensuring the experience translated effectively into a digital format. I also needed to create digital content which had a beautiful, consistent look and feel, whilst also meeting the visual needs of the high-end brands stocked by Fabled.
This involved developing a visual identity and brand guidelines, building the website, designing hundreds of assets across digital and print, all whilst collaborating with Marie Claire. There was also a Fabled store which opened on Tottenham Court Road in London.
Emails
One of my main tasks whilst working on Fabled was to design and code multiple emails. This included welcome emails, product newsletters, Marie Claire Edits and campaign-based emails. To deliver these efficiently whilst making sure they all kept the Fabled look and feel, I created an email template which featured a variety of editorial-style blocks which could be interchanged to create different layouts.
Magazine Inserts
I also created a variety of magazine inserts to promote different offers and campaigns run by Fabled.
In-store Content
For the flagship Fabled store on Tottenham Court road, I designed a set of six ‘Get the Look’ display boxes which contained ‘step by step’ postcards, products and a corresponding light box image of the ‘look’. The aim of these was to provide customers with instructions on how to achieve a certain make-up look, whilst recommending the beauty products needed to do so.
The Solution
The creative approach balanced aspirational beauty content with commercial objectives, creating a seamless connection between inspiration and purchase. Drawing on Marie Claire's established visual identity, I developed engaging digital experiences that showcased premium beauty brands while maintaining a clear path to conversion.